The Secret Origins of Fashion's Most Feared Critics
Diet Prada, a name now synonymous with fashion industry accountability, began its life in 2014, conceived by two behind-the-scenes figures: Tony Liu and Lindsey Schuyler. Their paths crossed while they were both working as designers at the New York-based accessories brand Eugenia Kim. Fueled by a shared dissatisfaction with the prevalent practice of design copying within the industry, they launched an Instagram account as a private, humorous way to document and call out instances of plagiarism and creative theft. The moniker "Diet Prada" was chosen as a satirical reference to high-end labels like Miuccia Prada's work, suggesting that many copied designs were merely a watered-down, 'diet' version of authentic creativity. For its first three years, the account's power was amplified by the mystery surrounding its creators, allowing them to critique major fashion houses and celebrity designs without personal or professional repercussions.
Evolving Beyond Copycats: Social Justice in the Spotlight
While Diet Prada initially carved out its niche by identifying and shaming design copyists, the platform's focus underwent a significant transformation, particularly after Liu and Schuyler's identities became public knowledge. In the wake of major global social movements, the account broadened its scope dramatically. It began to address deeper, more complex issues including cultural appropriation, systemic racism, misogyny, and demanding greater accountability from influential figures and brands within the fashion world. This shift elevated Diet Prada from a niche industry critique to a powerful voice advocating for social justice, holding the fashion establishment accountable on a much larger and often more contentious stage. Their willingness to tackle sensitive topics cemented their reputation not just as fashion watchdogs, but as cultural commentators.
Early Diet Prada vs. Modern Diet Prada: A Comparison
| Feature | Early Phase (2014–2017) | Modern Phase (2018–Present) |
|---|---|---|
| Primary Focus | Highlighting design copycatting and plagiarism. | Expanded to include social issues such as racism, cultural appropriation, body image, and workplace misconduct. |
| Identity of Creators | Anonymous, known only as industry insiders. | Publicly identified as Tony Liu and Lindsey Schuyler. |
| Account Tone | Often satirical, insider jokes with a focus on visual comparisons. | More assertive, direct, and critical, reflecting a broader social mission. |
| Monetization Strategy | Limited, primarily through early merchandise sales. | Diversified revenue streams including a premium subscription service (Diet Prada Deux), merchandise, and selected brand partnerships. |
| Legal Challenges | Minimal public legal issues reported. | Faced a significant defamation lawsuit from Dolce & Gabbana. |
| Influence | Significant within niche fashion circles. | Wide-ranging cultural influence beyond fashion, impacting celebrity and corporate accountability discussions. |
The Dolce & Gabbana Lawsuit and Its Aftermath
Perhaps the most defining moment in Diet Prada's history came in 2018 during a major scandal involving the Italian luxury house Dolce & Gabbana. The brand faced widespread international condemnation following the release of a series of promotional videos for the Chinese market that were deemed deeply racist and culturally insensitive. Diet Prada played a crucial role in amplifying this backlash by sharing screenshots of private Instagram messages allegedly sent by Stefano Gabbana, containing highly offensive remarks about China. This incident led to the dramatic cancellation of a planned Dolce & Gabbana fashion show in Shanghai and resulted in considerable damage to the brand's reputation and business in the vital Chinese market. In response, Dolce & Gabbana filed a substantial defamation lawsuit against Liu and Schuyler, demanding over $660 million in damages. The lawsuit brought the power and potential legal risks of online activism and criticism into sharp international focus. Despite the immense pressure, Liu and Schuyler decided to fight the lawsuit. They publicly revealed the legal challenge in 2021 and launched a crowdfunding campaign to help cover their legal expenses, garnering significant support from their followers and the wider fashion community. The legal battle remains ongoing and serves as a stark reminder of the consequences associated with challenging powerful entities in the digital age.
Tony Liu and Lindsey Schuyler: The Voices Behind the Account
Tony Liu and Lindsey Schuyler, both with backgrounds in fashion design and product development, were initially reluctant to become the public faces of Diet Prada. Their anonymity was a shield, allowing for bolder critiques. However, since their unmasking, they have embraced their roles as public figures, giving interviews and appearing in major publications like The Business of Fashion and The New York Times, discussing their motivations and the platform's impact. They view their work not just as calling out bad behavior but as a necessary form of activism aimed at making the fashion industry more ethical, transparent, and inclusive.
Key Milestones in Diet Prada's Journey:
- 2014: Launch of the anonymous Diet Prada Instagram account by Tony Liu and Lindsey Schuyler.
- 2017: Identities of the founders are revealed, initially by The Fashion Law, and subsequently confirmed by Liu and Schuyler themselves.
- 2018: Diet Prada's coverage significantly contributes to the scandal surrounding Dolce & Gabbana's racist advertising campaign and alleged comments by Stefano Gabbana.
- 2019: Dolce & Gabbana files a multi-million dollar defamation lawsuit against Tony Liu and Lindsey Schuyler.
- 2021: Liu and Schuyler publicly disclose the lawsuit and start a GoFundMe campaign to cover legal costs.
- Present: Diet Prada continues to operate as a prominent voice in fashion critique and social commentary, with Liu and Schuyler actively involved.
Conclusion
Who started Diet Prada? The answer lies with Tony Liu and Lindsey Schuyler, two former freelance designers who began a simple Instagram account to call out copycats. What started as an anonymous side project evolved into a globally recognized platform that has reshaped conversations around ethics and accountability in the fashion industry. By expanding their focus beyond design plagiarism to tackle critical social issues and by bravely facing legal challenges, Liu and Schuyler have demonstrated the power of social media to act as a significant watchdog. Their journey highlights the impact individuals can have in demanding change from powerful institutions and the inherent risks involved in speaking truth to power in the digital age. Their story is a compelling case study in the evolving landscape of media, activism, and the fashion industry itself. To learn more about their professional journey, you can visit their profile on The Business of Fashion.
