The Verge

One Amazon influencer makes a living posting content from her beige home. But after she noticed another account hawking the same minimal aesthetic, a rivalry spiraled into a first-of-its-kind lawsuit. Can the legal system protect the vibe of a creator? And what if that vibe is basic?

“It’s definitely very calming,” Sheil, 21, says of her decor. “Growing up, my parents had a bunch of pictures on the walls, they had rooms that had different colors… So when we moved into this place, I was like, ‘I don’t want a bunch of stuff on the walls. I don’t want mismatched things. I just want it to all be cohesive and plain.’” It is not just Sheil who prefers her space to be colorless — a generation of women dream in beige and cream.

If Gifford’s legal argument is successful, it could mean any influencer making content in an established genre could be liable — even though, in general, copyright law limits liability for use of genre tropes.