Beerschot Denies Plagiarism Claims Over New Football Shirt Design

Belgian football club Beerschot has denied accusations of plagiarism after London-based designer Diana al Shammari, known on Instagram as ‘thefootballgal,’ claimed the club copied her signature floral embroidery style for its new shirt. Al Shammari, who has collaborated with top teams and brands including the Belgian Red Devils, Bayern Munich, Manchester City, and Adidas, alleged the design closely resembled her work. She first voiced her concerns under Beerschot’s unveiling post on Instagram, prompting a public exchange with the CEO of Nova, the shirt’s manufacturer. Nova’s CEO stated they had contacted her for a collaboration but, receiving no reply, proceeded independently.

In its official statement, Beerschot rejected the allegations, insisting the design was created internally without inspiration from any specific third-party work. The club explained that the shirt was developed during an internal design meeting, drawing inspiration from Antwerp’s rich fashion heritage and its renowned designers, including Dries Van Noten. Floral motifs, they noted, have long been a hallmark of the city’s style, and the purple violet incorporated into the shirt is a direct symbol of Beerschot’s identity.

Al Shammari, however, maintains her position and is pushing for a settlement with the club. She has indicated she may pursue legal action if an agreement is not reached. The dispute remains unresolved, with both parties standing firmly by their accounts of the shirt’s origins.

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