In her new promotional campaign for the Dereon 2010 Fall collection, R&B singer Beyonce is seen photographed in leggings which look extremely similar to leggings from Icelandâs E-label. âThis is naturally huge and I am still half in shock. I didnât twig straight away that this was her own label: I just thought she was wearing our leggings. It is practically just copy/paste,â says Heba Hallgrimsdottir, one of the owners of E-label. The designer of the black studded with metal spikes leggings, Asgrimur Mar Fridriksson, confirmed that Beyonce purchased the exact pair from their E-label brand at a branch of Topshop in London last November, stating it is a very âstrange coincidence.â As to a lawsuit, Heba said her company needs to do more due diligence before going forward. âI have only just heard about this and no decision has yet been taken. We need to inspect her brandâs trousers closer because, according to law, it is not copied if a certain number of things have been changed from the original design,â Heba said. She added that Beyonceâs E-label leggings were bought from the Edit section of Topshop, which sell designs from little-known labels. Heba also states that E-label has not copyrighted its design, but believes that widespread media coverage of Beyonceâs purchase last November, both in Iceland and overseas, would be evidence enough to prove plagiarism â if E-label eventually decides that the new design was indeed copied from their own.
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