Diet Prada is an Instagram account and fashion watches group. It was created in 2014, the account’s owners were identified in 2017 as fashion industry professionals, Tony Liu and Lindsey Schuyler originally created as a lightweight way to point out similarities in designs.
The account has become a more serious voice campaign for integrity and accountability in the fashion industry. In addition to highlighting copied designs, Diet Prada drew attention to the cultural appropriation and lack of diversity in the publishing and fashion businesses. As of July 2020, the account had two million subscribers.
Tony Liu and Lindsey Schuyler met when they worked together for the American accessories line Eugenia Kim. In 2015, the two had left their mark, but kept in touch. The two browsed the runway photos, noting similarities between the pieces and the older models, and created their Diet Prada Instagram account “just for fun”. They remained anonymous for the first three years of the account’s existence, finally revealing their identity in an October 2017 article in The Fashion Law.
In November 2018, the account attracted attention to a Dolce & Gabbana video ad, promoting his big fashion show, called “The Great Show”, which would take place in Shanghai. Featuring a Chinese model struggling to eat Italian food with a pair of chopsticks, the ad was criticized as racist. Several hours before the start of the Big Show, Diet Prada shared screenshots of direct messages allegedly from Stefano Gabbana, in which he appeared to belittle China and the Chinese people. The post quickly went viral in China and the #boycottdolce hashtag started working.
Hundreds of Chinese who would appeared on the show dropped out, and the show was eventually cancelled. An apology was posted to the Dolce & Gabbana account, and allegations were made that Gabbana’s personal Instagram account and the brand’s account had been hacked. Diet Prada described the incident in an interview with Fast Company as a time when they realized they had the ability to make big changes in the fashion industry.
Diet Prada has an approximate net worth of $8.35 million.