Can You Own Your Aesthetic? The 'Sad Beige' Case Explained
What’s the “Sad Beige” Lawsuit About?
A surprising legal feud is brewing between two U.S. influencers—Sydney Nicole Gifford and Alyssa Sheil. The battleground? Aesthetic style. Sydney, famous for her minimalist, beige-toned “Sad Beige” look, is suing Alyssa for allegedly copying her content. From interior decor to hairstyle choices, Sydney claims Alyssa’s posts mirror hers so closely that it’s causing brand confusion and financial loss.
But first, what exactly is “Sad Beige”? It’s more than just a colour palette. It’s the obsessive dedication to neutral tones, particularly shades of beige, white, and black, woven into every part of one’s lifestyle. For those who embrace this aesthetic, everything from their furniture and fashion choices to the toys they buy for their children must align with this muted, minimalist vibe.
This lawsuit sparks a bigger debate: Can you truly copyright a personal aesthetic? Or is it simply part of the ever-evolving digital landscape, where inspiration and imitation often blur? Let’s unpack the issue.
The Lawsuit: Is Style “Protectable”?
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In the lawsuit, Sydney Gifford argues that her unique aesthetic and overall vibe that combines colors, decor, and even how she presents herself, should be protected like any other creative work. She’s claiming Alyssa copied not just her designs, but the entire “look” she’s known for. This includes things like the angles in her photos, the color palette she uses, and even the vibe of her lifestyle content.
But Alyssa denies it, saying there’s no copying involved and that any similarities are just a coincidence. This situation is tricky because copyright laws don’t usually cover personal style or “aesthetic vibes.” The case could set a new precedent if the court decides to protect these kinds of digital trends legally.
Sheil's lawyer responded to Gifford's lawsuit on August 5, rejecting all the claims made in the complaint. The legal filing states that the case is rooted in "jealousy".
Why It’s Relevant for Malaysian Creators
Even though this lawsuit is happening in the U.S., it’s something that could really impact creators in Malaysia as well. Over the last few years, social media influencers in Malaysia have become a driving force in shaping trends, especially through their personal styles. Influencerse Nadirah Zamani (@naddysushi) and Nur Shakirah (@ayramessi) huge followings by putting their own spin on fashion, lifestyle, and beauty, showing how powerful personal branding can be. They’ve become icons not just for their looks, but for the unique energy they bring to their content.
Take Naddy Sushi and Ayra Messi, for example. Naddy Sushi has built her following with her humorous, relatable TikTok videos and beauty tips, while Ayra Messi is known for her fashionable, modest looks and lifestyle content. What they both do so well is create a distinct vibe that resonates with their audience. It's more than just posting a cute outfit—it’s about creating a personal connection and a vibe that people want to follow and replicate.
If Gifford wins her lawsuit, it could open the door for Malaysian influencers to start thinking about how they can protect their own aesthetics. Could you copyright your Instagram feed or your signature TikTok style? It would completely change how creators approach content and give them the ability to safeguard their personal brand. Even smaller creators would have the chance to protect their work from being copied. This could be a game-changer, ensuring that influencers—big or small—can have more control over their content and how it's used.
What would that mean for Gen Z?
Gen Z, being digital natives, are constantly shaping trends and pushing the boundaries of personal branding. For them, their social media presence is like a portfolio of who they are, with every post, image, or video reflecting their unique identity. A great example of an aesthetic is Juminocore, a creator who named a particular aesthetic after herself and owns a popular small business called @juminojewels. She started claiming ownership of a style more widely recognized as Heisei Retro—a nostalgic aesthetic combining elements of Japanese pop culture, 90s fashion, and retro technology.
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The creation of the Juminocore aesthetic highlights the growing trend of influencers and creators defining their own visual identities and, in some cases, attaching personal ownership to an aesthetic that resonates with their audience. However, the reality is that Heisei Retro had existed long before Juminocore popularised it under her own name, and it even sparked heated debate in the small community, arguing her entitlement to claiming this aesthetic to be her original creation. This shows the blurred lines between inspiration and ownership in the digital age.
This lawsuit, and the trend of naming aesthetics after oneself or claiming that its your own, highlights the increasing importance of protecting what creators put out into the world online, even if it's just a specific look or vibe. If courts begin to recognize personal aesthetics as something copyright-worthy, creators could have more control over their content—allowing them to safeguard their unique styles from being copied. This isn't just relevant for big influencers like Juminocore but also for smaller creators, who could benefit from having their work protected under the law as they grow their online presence.
The Bottom Line: A New Chapter in Digital Law
The "Sad Beige" lawsuit is more than just a petty influencer clash; it’s a question of ownership and control in the digital world. As social media becomes a key platform for personal branding, the way we think about intellectual property needs to change.
For Malaysian creators, this case could be a sign of things to come. Whether or not Gifford wins, it’s clear that digital content creators worldwide—including in Malaysia—are starting to think more seriously about how to protect their online identity.
So, if you’re a creator on TikTok, Instagram, or YouTube, this lawsuit is something to keep an eye on. The outcome might just shape the future of content creation and personal branding for Gen Z around the world.
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