FASHION LAW: HUGO BOSS IS GETTING HEAT FROM “THE XX”
Amidst all the copyright infringement suits taking place in the music industry (Michelle Phan vs. Ultra Records or Lady Gaga’s ‘Judas’), English indie pop band The XX has called out Hugo Boss for the very same deed. The XX and its label Young Turks are fuming over the glasses ad from Hugo Boss that sounds similar to their 2009 debut LP song titled “Intro.” Hugo Boss places Jon Kortajarena as the lead for their latest optical frame and sunglasses campaign. Enticing viewers with Kortajarena’s busy day as a high-power executive, the spanish model looked effortlessly handsome in the #masterthelight promo video.
When the sunglasses campaign went viral, Young Turks took it to Twitter to address that the German luxury brand had used a bogus song: “as a firm built around original design, isn’t it odd that you’d pay for such a poorly disguised fake [song].“
Shortly after, the label reposts a loyal fan’s tweet that showed nothing but support for The XX, “It’s not even trying for disguise. Same key, BPM, proportions, melodies… wow.” With nearly identical synth textures, piano keys, and strumming guitar strains, the #masterthelight campaign for Hugo Boss’s latest eyewear collection is alarming indistinguishable.
The pop band is currently working on their third LP, their first since 2012’s Coexist. Sadly, this isn’t the first time we have seen fashion campaigns take melodies from various musical talent without permission. Marketing departments who handle the production, selection, and marketing of a campaign must understand the legal rights involved in every aspect of an ad. The rights are comprised of both copyright and trademark laws. As they say, prevention is always better than cure. Straying away from legal drama is far more appealing the litigation costs and a full-on class suit.
Upon the act of plagiarism and copyright infringement, Hugo Boss cannot be reached for comment. Whether or not the Young Turk label will be seeking action against Hugo Boss, it has not yet been confirmed. Stay tuned for updates!
Watch the #masterthelight campaign on Films of Fashion Archives.