Two fashion students have hit out at Superdry for allegedly ripping off their ideas after the clothing giant used similar designs to ones they submitted for a competition.
Darcey Rose and Gabriella Finelli both shared images of their creations on social media that bear a striking similarity to the clothing store’s new products.
Darcey, 21, a fashion design and marketing student at Northumbria University, claims the brand ‘stole’ her ideas from her after she entered her coat design into a competition in 2017 and was invited to work on it at the company’s head office.
Pictures show Ms Rose’s work, which is a long quilted jacket with a high-neck and an over-sized zip toggle, compared alongside a similar Superdry coat currently being sold on their website for £279.
Pictures show Ms Rose’s work, which is a long quilted jacket with a high-neck and an over-sized zip toggle, compared alongside a Superdry coat currently being sold on their website for £279
Gabriella, who studied fashion at Leeds Beckett University and worked at Superdry for four years, also claims she won a competition to work with designers where she created a graphic of the logo.
Pictures show her distinctive sketch next to one baring a striking resemblance emblazoned on the front of a black hoodie, selling at £54.99 online.
Both claim Superdry used their designs knowingly without permission and that they were not given credit for their work.
Darcey took to social media to vent her frustrations, sharing her work alongside Superdry’s range – which saw Ms Finelli reach out to her and share her similar experience.
Pictures show Gabriella’s distinctive sketch next to one baring a striking resemblance emblazoned on the front of a black hoodie, selling at £54.99 online
Darcey wrote on Instagram: ‘Last year I won a competition with Superdry in which to enter you had to design a coat for A/W 19.
‘I got the chance to go to head office and work with the designers, doing a workshop to see how the design process works. I assumed nothing would come of my design, it was more of just an entry point in order to get to head office to meet the designers.
‘Fast forward to now, I thought I’d check out of curiosity as it was the season the competition was for. I was shocked to find that my coat was in-store, but under a new name (The Louisa Down Jacket instead of The Darcey Down Jacket) and with no credit to myself.
‘Not even an email to say my ideas from my application were used and totally promoting the design as their own.
‘At first I thought I was overly critical but I saw their designs and moodboards for this season, and the features of my jacket were not on there (the over-sized zip pull, the high neck etc).
Both designers claim they were not contacted by Superdry for their use of their designs – a coat (left) and a graphic logo (right) – and were not given credit
‘Half of me is over the moon but the other half is angry and upset. On paper this coat in the shops has nothing to do with me. When I graduate and go for jobs I won’t be able to claim it as my own work.
‘The competition was really a way to take ideas from someone who is trying hard to break into the industry. This should have been a massive moment for me but instead I feel like my idea was stolen and been fobbed off as someone else’s.’
After also voicing her concerns on Twitter, Gabriella replied saying she too had noticed clothing with what looked like her designs on the company’s website.
She wrote on Instagram: ‘After seeing Darcey’s post about her experience winning a competition it made me realise I should’ve shared mine a long time ago.
The designs the students claim have been ripped off are being sold on the Superdry website – a coat at £279 (left) and a hoodie at £54.99 (right)
‘I also won a competition to work in their head offices to gain valuable industry experience. I was delighted to work with incredibly talented graphic designers and created the graphic you see on the bottom left.
‘Skip to a few months I notice the graphic is on a range of womenswear sweats. Naively I thought it was a coincidence but even so. A little credit would have been lovely.’
Social media users reacted with outrage to the tweet, which has clocked up over 9,300 likes – with some urging them to take legal action.
Darcey took to social media to vent her frustrations, sharing her work alongside Superdry’s range
One Twitter user wrote: ‘Exploiting someone’s hard work. Disgusting behaviour. I hope you get this sorted.’
Another commented: ‘As a creative arts fellow student, please go and see somebody on intellectual property law, especially with reference to design, you have the dated proof of your drawings, if you didn’t sign an NDA, or even consent about your work, you will have a case.’
One tweeted: ‘Disgusting. This needs changing and Darcey credited for HER work!’
And another commented: ‘You get the first 30mins – 1hr free for legal advice in the UK. Definitely go see someone.’
But not everyone agreed that Superdry had stolen Darcey’s coat design. One tweeted: ‘Firstly you’re a talented designer. However I have to say I’ve been designing puffa coats for 25yrs and they are all pretty much like this. The Superdry one has a different placket, breast pkt and arm pkt. Try and take the positive that you’re designing strong commercial product (sic)!’
A Superdry spokesperson said: ‘Our designs are created by observing market trends and the needs of consumers.
‘Superdry produced a very similar jacket in various iterations for AW16, AW17 and AW18 (our Cocoon Parka) which was designed long before Darcey joined us, and longline and oversized puffer jackets are a significant trend piece for AW19.
‘Versions of the jacket have been designed and sold by brands from Canada Goose to Uniqlo, and Superdry has used oversized zips and high neck lines for several years.’