Popular influencer Lily Brown has accused Australia’s biggest lingerie brand of ripping off her small business.
The 27-year-old, who rose to social media fame on YouTube, took the moral high road as shamed, but did not name, Bras N’ Things for allegedly ‘ripping off’ her signature robe design.
‘Although it’s definitely disappointing having a hugely successful, nationwide brand completely rip off our designs, it’s also kinda flattering?’ Brown posted to her 330k followers on Instagram last week.
Brown founded her small business, Chille, in 2021—and her signature product is the ‘luxury’ Snug robe, which retails for $159.
Her robe is made from 100% fleece polyester, cut to a 3/4 length, and features an asymmetrical embossed daisy design, and a muted colour palette of neutrals, earth tones, and soft pastels.
Australia’s leading fashion lingerie retailer, who has more than 200 stores across the country, launched a very similar robe and headband set for half the price ($69.99).
Popular influencer Lily Brown has accused Australia’s biggest lingerie brand of ripping off her small business Chille
Lily Brown, who rose to social media fame on YouTube , took the moral high road as she shamed Bras N’ Things for allegedly ‘ripping off’ her signature Snug robe design
Chille’s Snug robe is made from 100% fleece polyester, cut to a 3/4 length, and features an asymmetrical embossed flower design, and a muted colour palette of neutrals, earth tones, and soft pastels.Bras N’ Things’robe features a very similar design, colourways, and headband accessory to the Snug
Last week, Bras N’ Things began retailing the Mila Short Hooded gown which is also made of fleece and polyester and comes available in the same colourways as the Snug.
It also has an embossed flower design and has has a matching $15 headband.
‘My little small, family run business that I started during COVID with no prior business knowledge or experience has grown so much that it’s caught the eyes of many people, we now have these huge companies copying us … it’s almost a flex?’ Brown continued in videos shared to her Stories.
While Brown didn’t directly name Bras N’ Things, who she claims ‘ripped her off’, she didn’t need to for her fans to connect the dots.
‘If you’re looking for a case study in uninspired, mass-produced mimicry, look no further than Bras N Things’ latest attempt at “creativity”,’ an anonymous user wrote as a review on the Bras n Things’ website. ‘Bras n Things’ version? A cheap, soulless imitation that screams “quick cash grab”.’
‘Poor quality and ripping off a small business,’ another one star review said.
Another wrote: ‘They slap together a knock-off, hoping customers won’t notice the difference. But we see it. And we won’t be fooled.’
‘Although it’s definitely disappointing having a hugely successful, nationwide brand completely rip off our designs, it’s also kinda flattering?’ Brown posted to her 330k followers on Instagram last week
Bras N’ Things launched a very similar robe and headband set that appears to mimic Chille’s design for half the price ($69.99)
However, the cheaper robe does appear to have a few fans.
‘Such a comfy cosy snuggly gown. One of the best I’ve ever bought, hands down the best. No comparison on the market,’ another reviewer penned.
‘I bought this recently and am in love,’ added a second. ‘I was looking at others on the market similar but the price point for this was what got me (for the exact same material mind you). 10/10 recommend and want in more colours!’.
‘Amazing quality better than that not so good brand chille or whatever that influencers force people to buy,’ wrote a third.
Brown says the quality of her original design is unmatched.
‘Anyone who’s bought or tried anything from @__chille knows our quality and hand feel is unmatched. We stick to what we know, stay in our lane, and believe we do it best,’ she wrote on Instagram.
Bras N’ Things has been approached by Daily Mail Australia for comment.
Brown is known for brand collaborations and has in the past worked with Bras N things, as well as MCo Beauty, The Ordinary, and Redken prior to starting her own business.
‘Work life in the last year has been an absolute roller coaster to say the least,’ she wrote after two years in business with Chille. ‘SO much change has happened, SO many tears have been shed, SO many panic attacks, SO many f**k ups, SOOO much lost $$$… let me assure you, it hasn’t been glamorous whatsoever.’
Brown and her ironman champion boyfriend Jett Kenny competed on the celebrity edition of The Amazing Race Australia in 2024.
They have been in a relationship for two years and moved in together last year.
Allegations of of copying are a regular occurrence in the fashion industry.
Fellow Aussie brands White Fox, Valley Girl, and Kmart have all come under fire by fashion designers and influencers in the last 12 months for putting out products that closely mimic the designs of smaller businesses.
But copyright infringement in fashion is very difficult to prove within the framework of Australia’s existing laws.
