Callout Culture and the Dynasty of @DietPrada

“ppl knocking each other off lol”

Anyone even vaguely concerned about authenticity within the fashion industry has heard of @DietPrada. The brainchild of Lindsey Schuyler and Tony Liu, who had remained anonymous until May this year, DietPrada has become the go-to for exposing copycat designs, or as their Instagram bio puts it, “ppl knocking each other off lol.”



Each call-out post follows a particular format: photos of similar designs are juxtaposed, DietPrada offers their characteristically scathing critique in the caption, and their followers—affectionately termed “Dieters”—are invited to discuss the comparison in the comments, or send in their own tip-offs.



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Another men’s fashion week, another @off____white collection with cherry picked references from indie streetwear labels? This time, the designs in question are a yellow graffitied ensemble from Cologne-based @colrsbaby by @punkzec , who showed his AW18 collection at @arisefashionweek in Lagos in April 2018, and a graphic from Manchester label @gramm . It could be a coincidence, but Virgil has been known to swipe designs from the fans he meets, some of who happen to be young creatives themselves. Interestingly enough, @punkzec met Virgil prior to one of his presentations in Paris in 2017. Think they talked design? • #colrsbaby #punkzec #arisefashionweek #lagos #streetwear #graffiti #hypebeast #hype #virgilabloh #offwhite #streetstyle #wiwt #ootd #gramm #hoodie #sweatshirt #manchester #cologne #snobshots #dietprada

Une publication partagée par Diet Prada ™ (@diet_prada) le


The popularity of accounts like @DietPrada testify to the pervasive callout culture of the internet, as well as a growing sense of collective consumer consciousness. In a world where genuine originality seems increasingly scarce, these accounts and their followers hold creators accountable.