{"id":874660,"date":"2026-08-31T05:42:17","date_gmt":"2026-08-31T05:42:17","guid":{"rendered":"https:\/\/www.newsbeep.com\/au\/874660\/"},"modified":"2026-08-31T05:42:17","modified_gmt":"2026-08-31T05:42:17","slug":"khaos-founder-accuses-universal-store-of-copying-billie-skirt-design","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/au\/874660\/","title":{"rendered":"Khaos Founder accuses Universal Store of copying Billie skirt design"},"content":{"rendered":"

A small business owner<\/a> is challenging \u2018dupe\u2019 culture<\/a>, after her independent clothing brand\u2019s signature design was allegedly copied by a major Aussie retailer.<\/p>\n

Bessie Joseph, owner of Melbourne-based brand Khaos clothing<\/a>, recently discovered a skirt almost identical to one she\u2019d spent six months conceptualising had appeared on Universal Store\u2019s website<\/a> \u2013 at a far lower price point.<\/p>\n

\"Bessie<\/p>\n

Bessie Joseph claims her skirt design (pictured left) was copied by Universal Store (right).\u00a0Khaos Clothing\/Universal Store<\/p>\n

According to the designer, the idea for Khaos\u2019 \u2018Billie\u2019 skirt came to her in October 2025, with the design process kicking off that same month. The final product was launched on Khaos\u2019 website in April this year.<\/p>\n

Months later, Joseph, 28, woke to a message from a friend claiming that a very similar \u2018dupe\u2019 of her design was being sold elsewhere for $90 \u2013 a markdown of the original $150 price tag. <\/p>\n

In an Instagram post<\/a>, Joseph addressed the similarities between the two skirts, temporarily lowering the price of her product to match Universal\u2019s alleged \u201ccopy.\u201d<\/p>\n

\u201cI\u2019ve had a few friends send [photos of items similar to mine]. But this was pretty blatant, and from another Australian business as well,\u201d Joseph told nine.com.au.<\/p>\n

\u201cI\u2019m a small, independent Australian fashion label, so seeing a major retailer release a skirt that [appears to be] a direct copy of the Billie Skirt is beyond disappointing.\u201d<\/p>\n

Universal Store has not responded to nine.com.au\u2019s requests for comment.<\/p>\n

This scenario is not uncommon, with dupe culture remaining prevalent across the Australian retail landscape as the cost of living soars.<\/p>\n

Last year, Perth-based brands Signed + Sealed, Knitwit The Label and Deconduarte similarly accused fast fashion retailers Peppermayo, Glassons, Lioness, Ali Express and Shein of duplicating a number of their designs.<\/p>\n

\"Deconduarte<\/p>\n

Business owner Michelle Teles alleged Deconduarte\u2019s Ortiga dress was duped by Peppermayo.\u00a0Deconduarte<\/p>\n

\u201cIt definitely has negative effects … people in this cost-of-living crisis can\u2019t afford to pay $500 for a dress, so they will always choose the cheaper option,\u201d Deconduarte\u2019s Michelle Teles told The West Australian<\/a> at the time.<\/p>\n

Data from a 2024 Australian Marketing Institute<\/a> study showed how deeply ingrained the shopping habit is, with 54 per cent of Aussie women admitting to purchasing a cheaper designer duplicate over the original, higher-priced product.<\/p>\n

Bessie Joseph is now calling for better protection for small businesses and designers just starting out \u2013 however, intellectual property lawyer Natalie Murray-Jones says the process is not that simple.<\/p>\n

\u201cIn Australia, if a designer hasn\u2019t registered their design with IP Australia<\/a>, there\u2019s really nothing stopping a bigger company from [allegedly] copying it,\u201d she told nine.com.au.<\/p>\n

According to Murray-Jones, the law doesn\u2019t automatically protect the look of clothing unless you\u2019ve gone through this process, which often costs far more than smaller designers can afford.<\/p>\n

As the owner of a business just getting off the ground, Joseph agreed it was \u201cdefinitely not within her financial budget\u201d to register her designs with IP Australia \u2013 nor to take legal action against bigger companies.<\/p>\n

\u201cBig brands know this, and they also know that small designers often don\u2019t have the money or time to fight back, so they take the risk,\u201d Murray-Jones said.<\/p>\n

How those breaking into the industry can protect themselves and their work<\/p>\n

Murray-Jones had one piece of advice: document the design and manufacturing process extensively \u2013 so in instances where a legal dispute is raised, evidence can be presented to confirm the timeline.<\/p>\n

She also said using this evidence to publicly call out alleged copying on public platforms \u2013 as Khaos did \u2013 can also put pressure on bigger brands to \u201cdo the right thing.\u201d<\/p>\n

\u201cSince legal options are limited and can be expensive, building a strong brand and loyal customer base is key,\u201d she added.<\/p>\n

On this point, Joseph has since acknowledged the \u201coverwhelming\u201d response from customers to her post, adding it could indicate a notable shift in how Aussies approach their purchases.<\/p>\n

\u201cI think a lot of people at the moment, in my demographic, are moving away from fast fashion and being a lot more conscious of [dupes] when shopping,\u201d she said.<\/p>\n