Instagram account Diet Prada is confronting some of fashion’s most prestigious brands on issues like copycat design and model diversity. As luxury consumers’ definition of ethical expands to include the intellectual property of designs, fashion brands need to keep up or risk being called out.

With social media giving everyone a voice and helping to raise awareness of corporate missteps, people are more critical of brands than ever. But ‘call-out culture’ doesn’t have to be a source of concern – it can be an opportunity to create authentic identities both reactively and proactively.

Following in the footsteps of several others, Chanel is the latest luxury fashion house to hire a diversity and inclusion officer. With people taking couture to task for a lack of diversity, a concerted push for inclusion brings brands up to speed to reflect and support a diverse market.

Dior has pulled an ad for its fragrance Sauvage after a teaser for the campaign was criticised for its use of Native American imagery. The controversy generated by the campaign flags the importance of creating authentic media representations of ethnic minorities, rather than reproducing tired stereotypes.