When a New Zealand girl saw the youngest Kardashian/Jenner wearing a festival outfit that looked to be inspired by her own, she didn’t expect what happened next.
Brit Day is a Kiwi living in Sydney making it her mission to attend all the best music festivals while she launches her own fashion label Day by Day. She woke one morning – and naturally checked her Facebook feed – to see a post from her cousin with side-by-side photos of Kylie Jenner’s Coachella outfit and her own from the Rabbits Eat Lettuce festival, held in New South Wales earlier that year.
The budding designer then re-posted the image of the two Discount Universe outfits on her Instagram, a sequined bra and high-cut underpants, and suspiciously similar French plaits in pink hues. The post, with comment: “When the babe’n @kyliejenner steals your look!!” took off – with almost 25,000 likes. The Daily Mail was quick to cover the controversy and many major celebrity and fashion news publications followed, from Nylon to Vogue Spain.
Speaking with FQ, the AUT fashion design graduate says: “It was a massive shock. . . I was completely flattered about the whole thing but also very overwhelmed. It was surprising how much attention it generated from all different media sources and how differently each one portrayed the post.”
HEY GUYS!! Just to clear some stuff up… Kylie was one of the first people to get a hold of this set, no ones copying anyone and both of them looked FUCKING GREAT! Let’s stand by eachother… no more shaming ❤️ #girlpower #kyliejenner #discountuniverse 👯👯👯
A photo posted by DI$COUNT UNIVERSE (@discountuniverse) on
Brit says the exposure has helped her launch her debut brand. “I was already working on creating my label but as soon as this happened I had so much pressure to get on and do it faster. I now have a wider international audience which is super exciting as this expands my potential customer base for festivals all over the world.”
Her Day by Day label is lathered in rainbow colours, pom poms, lycra and glitter galore. “A dose of all things bright, tight and unapologetically holographic,” adds Brit. The brand’s website (launching soon – keep your eyes peeled) will include a custom order service and dreamy festival designs, such as the tiger print one-pieces below.
Meanwhile, the outfit at the centre of the copy-cat scandal sells on Discount Universe’s website for AU$238 (for the set), and Brit managed to nab it on pre-order. Discount Universe weighed in on the ‘stolen look’ debate with its own Instagram post saying Kylie was one of the first people to “get a hold” of the set and neither festival-goer copied the other.
“HEY GUYS!! Just to clear some stuff up… Kylie was one of the first people to get a hold of this set, no ones copying anyone and both of them looked F*CKING GREAT! Let’s stand by eachother… no more shaming”.
For Brit, the trending post was an eye opener. “I didn’t truly understand the power of social media until this happened – how much one tiny event can blow up overnight.”