Ukrainian brand J’amemme accused Natalia Mogilevskaya of wearing fakes: what is known
9 October 22:30
The founder of the J’amemme brand, Yulia Yarmolyuk, said that singer Natalia Mogilevskaya appeared in an outfit that the designer called a fake. Yulia Yarmolyuk wrote about this on Instagram, "Komersant Ukrainian" reports.
- She posted a photo on social media where, according to her, Mogilevskaya is wearing a dress that does not belong to the brand.
- The designer expressed concern about copyright infringement.
Who is Yulia Yarmolyuk and J’amemme?
- J’amemme is a Ukrainian brand founded in 2018.
- Production is entirely manual, with an emphasis on simple shapes and high quality fabrics.
- The brand was presented at New York Fashion Week and published in leading media: Vogue, Harper’s Bazaar, Cosmopolitan, Elle.
- J’amemme outfits have been worn by May Musk, Lily Collins, Olivia Culpo, Coco Rocha and other world-class stars.
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Why it is important
In the fashion industry, counterfeiting has long been a global problem. For Ukrainian designers entering international markets, the issue of intellectual property protection is of particular importance.
- The use of counterfeits can undermine a brand’s reputation.
- At the same time, it calls into question copyright in the creative industry.
In recent years, Ukrainian brands have been gaining more and more recognition in the world. Nevertheless, they face problems ranging from plagiarism and counterfeiting to difficulties in protecting their products in international markets.
Scandals around celebrities and counterfeit goods regularly occur in the global fashion industry. For Ukrainian designers, such cases are not only a blow to their image, but also a test of their ability to defend their authorship.
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What’s next
Natalia Mogilevskaya herself did not comment on the situation publicly.
Yulia Yarmolyuk hinted that she was ready to defend the brand and continue to speak publicly about fakes.
High-profile stories of counterfeiting in the fashion world
1. Kim Kardashian vs. Fashion Nova
In 2019, after Kim Kardashian hit the red carpet in an exclusive Mugler dress, the Chinese mass market Fashion Nova presented a copy of it for $49 the very next day. Kardashian publicly criticized the company, accusing it of “stealing the work of designers.”
2. Alexander McQueen vs. Zara
Mass-market giant Zara has been repeatedly accused of copying designs. One of the most high-profile cases is the plagiarism of Alexander McQueen prints and accessories. Although the case was not officially brought to court, it became a symbol of the fast fashion problem in fashion circles.
3. Louis Vuitton vs. influencers
LV regularly fights against counterfeiting, but in 2021, the company was forced to make a statement because of bloggers who advertised “replica” bags on social media. The brand emphasized that even non-commercial promotion of fakes harms the industry.
4. Jason Wu and the copycat scandal in China
Jason Wu, the designer known for creating a dress for Michelle Obama, told how his collection was completely reproduced by Chinese manufacturers a week after the show. According to him, this forced him to invest in legal protection of the brand’s identity.
5. Ukrainian case: Litkovska vs. AliExpress
In 2021, Ukrainian brand Litkovska faced massive copying of its asymmetrical dresses on AliExpress. This sparked a discussion in the local fashion community about the lack of legal tools to protect designers in Ukraine.
