The subscribers saw the Skims ad as a parody of the Belle You campaign.
TV diva Kim Kardashian's underwear brand Skims was accused of stealing the idea for advertising from Russian clothing and lingerie brand Belle You.
The reason for the accusation was the publication in which model Rachel poses in a red set of Skims made of cotton for 3,200 rubles. The model's image was completed with a low ponytail; however there was no makeup. The photographer of the photo was Boris Ovini.
Users on social networks found noticeable similarities in the Skims ad and Belle You advertising company, calling Kardashian's product a parody of the Russian brand.
"Wow, that's Belle You," she said;
"I've seen this concept before."
"Belle You's talented guys created this," users wrote under the postings on the Skims account.
Note that previously Belle You brand showed its models in a similar format. These pictures were placed on holiday packages and boxes of the retailer for the New Year holidays. The author and photographer was Pavel Kharatyan.