I.AM.GIA is an Instagram-brand whose rise to notoriety has been nothing short of meteoric. The brand launched in mid-2017, its founder Alana Pallister is also responsible for Australian fast-fashion giant Tiger Mist. It has amassed a cult following amongst IG-baddies, influencers and celebrities alike. Their wares have been seen on stars like Dua Lipa, Demi Lovato, Emily Ratajowski and Bella Hadid.

GIA | @bellahadid in the cobain pants coming soon #IAMGIA ?? @elizabethsulcer.

A post shared by I AM GIA (@iamgia) on Jul 1, 2017 at 3:23pm PDT

You’d be hard-pressed to visit the inner west without being visually assaulted by one of their Pixi coats. But recently, the brand has been accused of a number of indiscretions, from stealing designs to unethical production.

Everyone’s favourite Instagram vigilante @diet_prada – an account dedicated to exposing copycat behaviour and the dubious side of the fashion industry has called out the brand on multiple occasions.

Earlier this year I.AM.GIA was called out for copying independent designer Daisy Daisy TV. A Sydney based husband and wife duo that designs and produces all their products locally.

Celeb exposure can be game-changing for small brands, but the downside (given your clothes land on the right girls) is that they make you extremely vulnerable to knockoffs.  A favorite of Kendall and Bella, @daisydaisy.tv is another indie label whose designs/aesthetic have been copied by the shameless sisters behind @tigermist and @i.am.gia.thelabel .  Made locally in Sydney, every Daisy collection is designed, styled, and shot by a wife/husband duo themselves.  And…as if it wasn't enough to downgrade their creations into a cheap, pervasive import business, they've also been known to poach their loyal instagram following by seeding those very knockoffs. Support independent brands when you can, Dieters! #daisydaisytv #daisydaisy #heavenlybodies #australia #dpaustralia #instathot #white #lace #copycat #knockoff #iamgia #tigermist #bellahadid #kendalljenner #nicolapeltz #petracollins #selenagomez #madeinsydney #ocexclusive #openingceremony #australiandesigner #sydney #husbandandwife #copycat #knockoff #dietprada

A post shared by Diet Prada ™ (@diet_prada) on Jan 9, 2018 at 2:35pm PST

@daisydaisy.tv proving yet again they’re the leaders of the angelic goth instathot tribe and @iamgia are just annoying posers lol.  Coupled with the garage setting from Daisy's season two lookbook from 2016, the overall effect is way too similar!  Need we remind you that you were caught with your hand in the very same cookie jar just last year? • #daisy #iamgia #poser #instathot #thotsexposed #thotsbelike #creativedirection #artdirection #setdesign #garage #leather #tshirt #styling #streetwear #streetstyle #australian #wiwt #ootd #wtf #goth #angelic #dietprada

A post shared by Diet Prada ™ (@diet_prada) on May 14, 2018 at 12:20pm PDT

But that’s not all, the brand has also been accused of sourcing its “original designs” from AliExpress.

I.AM.BABA @iamgia @aliexpress.official #busted • #iamgia #alibaba #aliexpress #markup #wholesale #wholesalebrand #dickies #walletchain #coolgirl #khakis #2000s #cheesy2ks #streetwear #celebrity #style #instathot #cargoshorts #bro #wiwt #lookforless #godirect #dietprada

A post shared by Diet Prada ™ (@diet_prada) on May 25, 2018 at 1:06pm PDT

Whilst the temptation to buy into cheaper knockoffs is ever-present, it is important to remind ourselves that doing so enables this gross, unethical, exploitative behaviour. Not only is fast fashion detrimental to independent designers, it is causing our environment exponential damage. The fashion industry is the second largest consumer of water in the world, producing twenty percent of wastewater. It is also responsible for creating 92 million tonnes of solid waste annually.

It is imperative that we reconsider our fast-fashion habit; we need to make an effort to consume consciously. If you’re looking for cheaper alternatives, instead of buying into garbage-trash, unethical goods that’ll leave you looking like a low budget Action Man, consider op-shopping, going to vintage markets and swapping clothes with your friends.

The reality is, the strappy, cargo pants that you so desperately yearn for now are probably going to end up in a landfill in a year’s time. These pieces are timely, not timeless and in six months time their appeal will fade into obscurity.

The article was originally published on Brag Magazine