A Swedish clothing brand tried to report videos on Tiktok of clothes that looked like theirs. There was a commotion.
Matilda Jerff is known for her oversized jackets and dewy skin, a style that many wanted to emulate.
– She sells clothes, but also to the greatest extent deludes herself and her style. There are plenty of fresh flowers, sea air and cozy cabins, says Pop Council program leader Sunny Hanson Lear.
It may look like any other Scandinavian influence. But that is not the case.
Swedish Matilda Jerf has more than three million followers on Instagram and for many she is a kind of face of the so-called The “clean girl” aesthetic.The “clean girl” aesthetic.A makeup trend that aims to look as if you have no makeup on. In 2019, she launched the clothing brand Djerf Avenue, which immediately became a hit. Last year, the company’s sales amounted to approximately 370 million Swedish krona.
But now both Al Jurf and Al Jurf Street are under pressure. at least.
“It was bound to happen,” says Hanson Lehr.
Influencer and entrepreneur Matilda Gerff wears a coat from her own clothing brand.
When can you claim copyright?
The problem started when many creators on Tiktok started reporting or reporting their videos being removed. The reason was that they suggested affordable clothes that could remind you of clothes from Al Jurf Street.
Recently, Djerf Avenue hired an outside company to monitor what they believe to be copyright infringement.
The only problem is that the clothes in question are not necessarily unique.
Is it permissible to own large jackets? Honestly, that’s the discussion on Tiktok right now, says Hanson Lehr.
Videos in which people provide information about the so-called “Fools”“Fools”“Dupes” is therefore short for “duplicates”, in other words, cheaper versions of expensive clothing. It’s not uncommon on Tiktok, and similar columns are an established genre in most fashion magazines. It is also a known fact that chain stores often copy more exclusive brands. But where is the line between inspiration and theft? Who owns what?
“Oh, this is difficult,” says Aftenposten editor-in-chief Trine Eilertsen. She is a guest on this episode of Council of Pop, where the cliff issue receives a comprehensive review.
Listen to the entire discussion in the player below, or at Budmi.
Djerf Avenue stated that this was not intended to impact smaller creators, and that they will be making personal contact with everyone involved. They stress that their goal is to report on the major players who are already selling copies.
What can popular culture tell us about the times we live in?
The Pop Council looks at the biggest pop culture issues from the past week and the big trends everyone’s talking about. Every Tuesday, Lear and Thérèse Soulien are visited by Saint Hanson’s guest, and together they try to become wiser.
This week’s guest also thinks popular culture is more important than you might think:
– Many people think that it only happens next to everything that is possible. But I think it reflects all the major issues and trends that are evolving in society, Eilertsen says.
Listen to previous episodes here:
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