On October 3, a gaggle of India's fashion stakeholders were obsessively staring at their phones. Instagram handle of High Heel Confidential (228K followers) posted two images of textured hoops—one by Indian jewellery brand Misho, and the other stamped as a design by historic French brand Céline. The hashtag was #ThingsThatMakeYouGoHmmm. The caption read: When you spot a vintage Céline on Etsy and it looks very familiar.

The post tagged Diet Sabya (184K followers), a faceless site that calls out brands, designers and stylists for fashion knockoffs. They headlined it, Scandal. Suhani Parekh, 28, is creative director of three-and-a-half year cult brand Misho, who has among others, Kendal Jenner and Sonam Kapoor for clients. A student of art history and culture at Goldsmiths, University of London, Parekh used her training in sculpture to eventually work with sterling silver. The young designer who made it to the Forbes 30 Under 30 list in the fashion category in 2018, had ironically told a fashion magazine in an interview in January: [Instagram is] definitely a game-changing platform.