Miss Selfridge removes T-shirt from website after ‘ripping off’ cancer survivor’s design

The high street label has described the similarities between the two products as a 'genuine coincidence'

(Girl vs Cancer)

Miss Selfridge has pulled a range of T-shirts from its website after the high street chain was accused of copying designs created by a cancer survivor for charity.

Lauren Mahon launched her "Tit-Tee" campaign in October 2017 after being diagnosed with breast cancer the preceeding year.

Mahon's playful designs celebrate breasts with embroidered motifs on the chest of otherwise plain white T-shirts.

The proceeds of all her sales go to several cancer charities including CoppaFeel! and Future Dreams.

One of Mahon's best-selling products features two embroidered bees, a design which cancer survivor recently noticed was being promoted by Miss Selfridge on their website on Thursday.

The social media editor and co-host of BBC Radio 5 Live's You Me and the Big C podcast was made aware of the "uncanny resemblance" between the T-shirts after one of her customers got in touch, alerting her to an influencer who had been gifted one of Miss Selfridge's bee T-shirts and posted about it on Instagram.

Mahon subsequently confronted the brand on Twitter, writing: "Hi @missselfridge - fancy explaining why you’ve completely ripped off my bee stings tit-tee?! Despicable behaviour copycatting a charitable cause in my opinion. Come better!"

She followed-up with a tweet directly addressing the brand's group chairman Philip Green, who owns Miss Selfridge, accusing the retail mogul of pocketing funds from cancer charities via the alleged replica T-shirts.

“THIS is pure unadulterated theft,” she added.​

Mahon also accused the high street brand of “copycat f***ery” on Instagram, writing: “Imitation may be the best form of flattery but not this."

Commenters flocked to Mahon’s support on Instagram, calling on the high street shop to apologise for the alleged “theft”.

“Awful for high street brand to be ripping off a design that is for the benefit of charities!!!” wrote one person.

“I’m so sorry this happened to you [...] also, your T is SO much cuter!” added another.

Speaking to The Independent, Mahon reveals how Miss Selfridge responded to her accusations via direct message on Twitter.

"They apologised for this 'genuine coincidence' and removed the item from their website which was fantastic as well as offering a donation to GIRLvsCANCER," she says.

"At present I am awaiting confirmation if the item will be permanently removed from sale both online and in store, what actions are being taken by the brand to ensure this doesn't happen again and what the donation amount will be."

The original campaign launched in October 2017 (Girl vs Cancer)

Mahon adds that the incident has left her "heartbroken" and she hopes the similarities between the two products are truly the result of a genuine coincidence as the retail giant has claimed.

​Despite describing the ordeal as "extremely upsetting," Mahon explains that she wants to take the opportunity to turn this negative exposure into something positive and is keen to discuss possible collaborations between Miss Selfridge and GIRLvsCANCER to raise awareness and funds for the various cancer charities she supports.

In addition to hosting the Wobble podcast, dedicated to promoting happiness and body confidence, Mahon also co-hosts a podcast for BBC Radio 5 live called You, Me and the Big C which pegs itself as a "candid look at cancer".

You can purchase one of Mahon's bespoke designs via her website Girlvscancer.co.uk.

The Independent has contacted Miss Selfridge for comment.