Public relations guru Roxy Jacenko has accused Bec & Bridge of replicating her ideas.
To celebrate the launch of its debut swim collection, Bec & Bridge partnered with Magnum on a beach umbrella campaign.
The free umbrellas, featuring a Bec & Bridge swim print, took over Bondi Beach on the weekend.
But Jacenko, the owner and director of PR agency Sweaty Betty, said she used the same concept two years ago for her client Santa Vittoria.
The campaign saw Santa Vittoria cover Bondi with umbrellas in its token blue and white design.
The only difference was the addition of male models sporting branded Speedos.
Jacenko took to Instagram to comment on the brand stunt.
Ironically, a Santa Vittoria umbrella featured in the background of her post.
"The moment when you watch a campaign you came up with and executed for a client #santavittoria two years back replicated by another brand – only to see your handiwork still present in the background.
"It’s when you know you’re doing something right. My motto – be the leader not a follower."
This story first appeared on our sister site adnews.com.au