I probably won’t buy Honey Birdette again — they plagiarise.

I absolutely adored the Honey Birdette brand. I really did.

It is they who introduced me to the world of lingerie that resonated with me. Lingerie that was beyond the lace, pretty pinks and little bows. They had styles that were modern and edgy enough for the modern woman. It felt original like nothing I had seen before at my local Westfields.

So when I discovered that the 666 campaign video was accidentally leaked (through the eagle eyes of some on a HB enthusiast group on Facebook) curiosity got the better of me.

But when I watched it my jaw dropped. Everything about it just screams Bordelle, another luxury lingerie band. Obvious plagiarism.

Honey Birdette’s Gia and Joelene has an adjustable buckle band like Bordelle’s Merida

Honey Birdette’s Linda C has the strappy looks of Bordelle’s Tomoe and Cabaret

I wasn’t the only one who saw the striking resemblance. A few others and I were discussing this on the facebook post. And it was only then that when we delved deeper we discovered more copies. Not just from this campaign but from others, right from the very beginning when the brand was founded.

The brand

Honey Birdette is a luxury Australian lingerie brand founded in 2006 by Eloise Monaghan and Janelle Barboza. What started as a small chain of 13 stores expanded to 50 stores across Australia as well as a presence in the United States and UK.

They have a cult following and with good reason. Their offering was like no other in the mainstream retail scene. They bought in styles that would be way too daring for your local Bra N Things. BDSM lingerie, overt underwear, sex toys and the like. Not the usual thing you’d see at your local Westfields.

And the people have spoken. They love it. A style that recently dropped, Jerry sold out in days and you can find people hunting for them on the second hand market on facebook, gumtree and ebay. Those who want it enough are willing to pay exorbitant prices way above retail.

Yet their success comes at the expense of other designers.

Honey Birdette’s Frankie vs Bordelle’s Harness

Honey Birdette’s Elvis vs Bordelle’s Bondage Harness

Honey Birdette’s Elvis vs Bordelle’s Allegra

Honey Birdette’s Samantha vs. Bordelle (name unknown)

Honey Bridette’s Meiko vs Agent Provocateur’s Summer

Honey Birdette’s Issy vs. Tisja Damen (name unknown)

And examples can be found on the instagram profile lingeriedejavu

Mix n match your favourite #atelierbordelle pieces to make your own homage. #lingerie…

Inspiration vs. Plagiarism

At what point does inspiration cross the line into plagiarism? This is a grey area we can to and fro with. For me I draw the line when something starts looking like it’s been designed by another designer. When something is taken from another and little transformative value is added to make it their own.

Interestingly enough, back in the early days when Honey Birdette was a fledgling they used to stock other brands including Marlies Dekkers and Bordelle. And from what I’ve heard from fans of the early days, when they stopped stocking Marlies Dekkers they brought out designs of the likes of Foxy Lady and Voodoo Child a month later.

Honey Birdette’s Voodoo Child vs. Marlie Dekkers Triangle

Honey Birdette’s Foxy Lady vs. Marlie Dekkers Dame De Paris

Copying in fashion isn’t a new thing. Much of affordable fast fashion are copies of high end designer couture and this is well documented. One could argue that this makes it more accessible for the mass market. Not everyone can afford a $10,000 Gucci gown afterall, so if you can find a dupe for $100 at Zara, I can understand why someone would go for it.

The issue I have with HB however is that they market themselves as a luxury brand and their prices reflect that. A HB bra retail from $119.95 AUD while a set can set you back $300AUD+. A Marlies Dekker bra on the other hand starts at $120AUD and a Bordelle bra at $199AUD. While they are slightly more expensive they are still within the range of a HB bra. We’re not talking about HB copying a $1000 bra for $100 so that us peasants can afford to have nice things. HB is deceiving us to think they are on par with these other luxury lingerie brands. And for the price you pay you’d expect it to be unique.

That is not to mention the smaller boutique brands they copy. The small independent designers who can no way afford to take a big brand like them to court protect their intellectual property.

The quality

From personal experience I also found price tag doesn’t justify the quality you get let alone match the luxury brands they compete with. There is a consensus amongst the people I spoken to on the Facebook group that the quality of the garments has gone downhill.

HB used to use european fabrics and Swarovski crystals. These are now replaced with cheaper fabrics and detailing. All the while the prices have gone up even though the quality has gone down.

What now?

HB just dropped their Christmas campaign. Fortunately I haven’t seen anything that looks like a blatant copy this time round. Touch wood.

I’d hate to say farewell to the very brand that got me into lingerie and filled a void in my underwear drawer.

Elvis, Zeppelin and Riley made me feel empowered and sexy like a good 90s power suit with the shoulder pads and all. They are by no means delicate or dainty. Their designs were black and red with straps and chains. No lace, pinks or stupid little bows. They were tough, strong yet still feminine. Still dressy like your lacy bras not plain like your everyday bra.

That said, perhaps it’s time to discover the real OGs and support the independent designers.