All too often, there are collections that have "borrowed" ideas a little too much, counterfeit culture is rife. The Instagram account @dietprada famously captured the attention of the fashion media by "calling out" these frequent copies. It suggests an unsustainable design process that is possibly too rushed, creating designs that aren't dissimilar to the high street in some cases. 2018 also saw the peak of the huge “labelled” trend. Some view this as a satirical take on fashion and some view it as a cop out for quality design.