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Jovian Mandagie Calls Out This Insta Famous Brand For Copying His Designs

The brand has come forward to comment in response to Jovian's allegations.

Jovian Mandagie is a revered designer within the local fashion scene. Recently, the celebrity fashion designer posted a picture of one of his designs from his #LisaSurihaniForJovian 2013 collection in comparison with a dress by Instagram famous brand  Asyalliee by Shasya Habib, calling out the brand for copying his past designs on his Instagram account.

In his caption directed to Asyalliee by Shasya Habib, the designer wrote that he does not intend to bring down the brand but hopes that Asyalliee would be wiser with their designs in the future.

I am moved to make a lil comment here over an issue of a brand who copied our 2013 #LisaSurihaniForJovian piece. Obviously almost everything except their fits & workmanship are nothing like what Jovian makes. To be very honest, i am not that surprised because Jovian's imitations have been in the Kenanga market since 4years ago, irresponsible parties have been religiously making copies over our hot selling items. To us it is a shame for those who chose to wear imitation rather than the original one, but who have produced them and are taking advantage for their own profit are just unethical & cruel! My advise here, stop bashing them. I think they have heard it enough, and it is really not the best thing to do during ramadhan. Just don't buy them if you think you deserve the real thing. My advise to fellow designers and business owners out there, there are thousands of inspirations for you to take on, and you have all the freedom to whom/any you want to refer to, but put a lil effort to improvise lah. Jangan ambik kertas tekap and copy bulat2 🙄 To the brand owner, trust me I don't mean to kill your business here, but i do hope you will get wiser in future. To all Jovianistas, i heard you all. Thank you for reporting this to me, my action is just this. Cukup lah, I taknak sue sue naik court, rezeki i banyak lagi di luar sana insyaAllah. I know all of you will never buy anything that is not the real Jovian. Love you Jovianista ❤ Kalau nak beli baju murah tengah sale besar-besaran

A post shared by Jovian Mandagie (@jmandagie) on

“My advise to fellow designers and business owners out there, there are thousands of inspirations for you to take on, and you have all the freedom to pick whichever you want to refer to, but at least have the effort to improvise a little bit.” he said.

“I don’t plan on taking this to court, I know there are other gains for me elsewhere and I only plan on bringing this to light here.” Jovian continued.

The founder of Asyalliee (Asyalliee Ahmad) responded to Jovian’s allegation with the following Instagram post, firmly standing her ground that her brand did not copy Jovian’s designs as the design in particular was bought by the brand. “We bought the design from an open market and it did not belong to anyone at the time.”

PLEASE SLIDE TO THE RIGHT . Salam all. Kami di pihak begitu terkilan dgn sebuah jenama fesyen yg memburukkan reputasi jenama kami di mata umum. Selama ini kami berdiam diri namun nampaknya sekali lg kami terpaksa tampil kerana terlalu banyak provokasi yg dilakukan termasuk menggunakan akaun palsu utk mengeruhkan keadaan.Setelah byk serangan di media sosial, kami menelefon owner kpd jenama tersebut dan ingin mencari solusi tetapi di reject sebanyak 6 kali . Sebenarnya tiada isu siapa tiru siapa ataupun isu fake kerana kami mengeluarkan label di bawah jenama kami sendiri. Utk makluman, sesuatu produk itu boleh dipanggil sebagai fake hanya apabila ia mengeluarkan koleksi yg sama menggunakan label jenama yg sama. Namun berbeza di sini kerana kami juga mengeluarkan koleksi yg original kerana secara terang menggunakan label Asyalliee by Shasya Habib . Industri fesyen ini sangatlah kerdil dan tidak mungkin kami boleh mengeluarkan design2 itu sekiranya mereka mempunyai hak eksklusif terhadap fabrik/design mahupun jahitan. Persoalannya di sini hanyalah berkaitan masa (timeline),iaitu kami tidak release awal . Bila stok itu sampai, baru kami dpt shoot koleksi terbaru ini di saat2 isu sudah mula viral. Hanya kerana kami keluar lewat tidak bermaksud keluaran kami adalah yg tidak original. Cuba bayangkan jika kami release lebih awal, adakah sebaliknya akan berlaku? Apapun, di bulan yg mulia ini, kami hanya ingin berniaga secara aman dan ikhlas . Mungkin ada pihak cuba utk menjatuhkan jenama kami dgn cara yg sebegini tetapi ingatlah Allah tetap ada. Allah tidak mungkin memakbulkan doa2 yg tidak baik… Kami menjaga kata2 & tidak ingin mengaibkan sesiapa yg terlibat. Rezeki Allah dah tetapkan masing2 utk kita semua… Semoga apa yg terjadi ini menjadi hikmah terbesar dlm hidup kami . Apapun kami yakin pelanggan sudah mampu utk menilai produk kami dengan kualiti yg terbaik pada harga yg MAMPU MILIK. Kualiti kain dan jahitan yg kami tawarkan sememangnya tiada tandingan pada harga yg cukup2 berpatutan. Semoga dgn penjelasan ini dpt menjernihkan kembali keadaan dan redha dgn rezeki yg Allah bagi.

A post shared by Madam Asyalliee Ahmad ♡ (@asyalliee) on

Asyalliee explained that there is no issue over anyone copying anyone’s designs as the design in particular was released officially under the Asyalliee by Shasya Habib brand. Which, TBH, is quite dodgy. “FYI, a product can be labelled as fake only when it’s produced under the same collection, using the same label.” We aren’t open to buying counterfeit products, but that explanation isn’t helping Asyalliee by Shasya Habib’s case, if you ask us.

Also, we can’t help but notice how Asyalliee by Shasya Habib’s design looks eerily similar to Jovian’s design from 2013. It’s even on the same colour spectrum! That can’t just be a coincidence now, can it? The jury’s still out on this one, but the crowd seems to be on Jovian’s side and it isn’t hard to figure out why.

This isn’t the first time Asyalliee by Shasya Habib has come under fire for copying designs. Back in 2016, the brand was accused by a Fatheena, a local hijab brand, of copying the design of their signature World Map hijab.


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Nad Dardin
Writer by day, pseudo Disney princess by night. Loves food, makeup and knows The Godfather trilogy by heart. Follow her on Instagram (@nadardin) or get in touch with her at