Spot the difference! Bitter row erupts as high-flying couple behind popular fashion label Sabbi is accused of copying designs

A group of Australian artists and creators have united to accuse a Gold Coast fashion label that ‘promotes kindness’ of copying their designs and bullying.

They have produced a catalogue of artwork which they claim has been copied or reworked in designs which were then sold by fashion brand Sabbi.

The row erupted after Australian artist Tahnee Kelland hit out at Sabbi co-founder Ash Tardrew after she painted over one of her original $3,000 artworks of two mermaids riding horses in an Instagram video.

Other artists have since come forward to accuse Sabbi of using their designs.

Kelland admitted she was nervous to speak out because of the potential backlash from Sabbi’s huge fanbase.

‘I knew it was going to blow up and I’m not into drama, I’m not into this, I mean I love drama for other people, but not me,’ she said.

‘I knew it was going to be big because Sabbi have such a large following, but it felt wrong, it felt really wrong to stay silent and I also wanted to show my son that’s not what you do to bullies. You don’t cop it.’

While Kellard doesn’t have confirmation her artwork was defaced because of her new range, she says she has good reason to believe it’s the case.

Australian artists are claiming that Sabbi, which is run by husband and wife duo Jason McDonnel and Ash Tardrew (above), have a history of copying designs

Australian artist Tahnee Kelland (above) hit out at Sabbi after watching them paint over her original $3,000 artwork in an Instagram video

Tahnee Kelland admitted she was nervous to speak out after her artwork (above) was painted over because of potential backlash from Sabbi’s huge fanbase 

Sabbi co-founder Ash Tardrew is shown painting over Tahnee Kelland’s original artwork on Sabbi’s Instagram account

‘The thing I’m upset about is my beautiful artwork being destroyed before my eyes,’ Kellard told Daily Mail Australia.

‘I’m feeling it’s because Sabbi think I copied their flame sleeve aesthetic.

‘The only reason I say this is because I shared a sneak peek of it, just a close up of flames on sleeves, and that day they unfollowed and kicked me out of their fan page.

‘They think I copied their work, but they didn’t invent that look and they are not someone I look towards for inspiration.’

Sabbi, which is run by Tardrew and her husband Jason McDonnel, exploded into popularity within months of their launch of oversized comfy ‘mum friendly’ gear in 2023.

The brand amassed a devoted following and was worn by celebrities including Celeste Barber and Domenica Calarco. 

Since then, the owners have flaunted their jet-setting lifestyle on Instagram flying around the world while celebrating their success. 

‘Here at Sabbi we are big on energy so wanted to create a brand that balances streetwear, vintage and a hell of a lot of comfort, tied together with bright and positive energy,’ their website states.

But hours after receiving backlash for their now-deleted video showing Tardrew’s artwork being painted over, McDonnell posted a photo holding a card that read ‘No 1 Rule F**K what they THINK’. 

The T-shirt designs that Kelland believes sparked the feud with Sabbi. The Sabbi design is left, Kellard’s design is pictured right

Hours after receiving backlash for their video, Sabbi co-founder Jason McDonnell posted a photo holding a card that read ‘No 1 Rule F**K what they THINK’

This T-shirt slogan appeared on the back of a Sabbi shirt (right) in September 2024 page but the same slogan was used by Dressed in Lala (left)  2020

Ruby Allegra launched her You Deserve Joy (left) print four years ago, Sabbi came out with their shirt set not long after launching their brand in 2023 (right) 

American based Dressed in Lala owner Lex Nevin said she has been sent photos of the Sabbi shirt that featured the same slogan as her popular design.   

‘Sadly I wasn’t quick enough to trademark this phase, but I figure most people know we were the original, as we dropped the original tee in 2020,’ she told Daily Mail Australia. 

‘It’s not cool at all. Everything is inspired by something, but you have to take that inspiration and make your own magic. That’s the secret, people can feel it too.’ 

Australian artist Ruby Allegra who had her print turned into a sell out shirt for Sabbi’s range said she felt ‘hurt and disrespected by their disregard for ethical creative practices’.

‘They… are trying to avoid correct and proper accountability for their behaviour,’ she said.

Noosa Heads artist Jacob Pedrana was sent multiple messages after a similar design to his 2021 rodeo paintings appeared on a Sabbi T shirt in February.

Pedrana has had to deal with it for years.

‘I feel sorry for emerging artists who are starting out and this happens to them,’ he told Daily Mail Australia. 

‘It’s not fair on their creativity and can really get you down.’

 Jacob Pedrana series was launched in 2021 (left) and Sabbi’s in February 2025 (right) 

The Mombasa Kenya image was privately commissioned by the hotel in the mid 20th century (left) and launched on Sabbi’s T-shirt in February 2025 (right) 

Sabbi launched this mermaid design (right) earlier in the year, however the original (left) is by artist Werner Klemke and appeared on the front of a magazine 

Kelland’s post sparked a firestorm on Tiktok with dozens of videos and hundreds of fans weighing in on the controversy. 

‘What should I do with my Sabbi clothes now, I only just got them for Mothers Day?’ asked one woman in a video with people in the comments section urging her to throw them away. 

Many viewers also defended Sabbi’s right to paint over something they paid for and own, however according to Australian copyright law it’s a grey area.  

 Buying art does not give you the legal right to deface, modify or destroy it. 

‘It’s the pot calling the kettle black because they (Sabbi) don’t have original designs, they have straight ripped their designs and yet are accusing others of doing it,’ former Sabbi customer Ali Caley told Daily Mail Australia.

‘They have attempted to call out Tahnee, but it’s backfired because it is Sabbi that has designs that look very similar or straight up copies to other artists.’

Caley, who had been a long-time customer and fan of both brands, said she would no longer be wearing Sabbi clothes.

‘I’m not even going to sell them, I’m putting them in the bin,’ she told Daily Mail Australia.

American Lindsey Gurk launched their Get Your Pink (left)  back in 2022 with marketing around mothers losing themselves after having children. Sabbi launched their Got My Pink Back  T-shirt (right) two years later in July 2024, with the same backstory.

Popular American artist Sam Larson’s Mermaid Cowgirl (left) from February 2024 has been compared to Sabbi’s Flying Mermaid (right) they launched in July 2024 

The Sabbi founders share their lavish lifestyle on social media  

‘It was a disgusting act of bullying, Sabbi purchased an original piece of art from Tahnee and defaced her art, it’s humiliating.

‘You don’t get to preach kindness and inclusivity when you do this. It’s calculated and cruel.’

In a statement, Sabbi said: ‘We know that art and creativity are so personal, and that all art – and all artists – should be respected.

‘Sabbi has always been about joy and self-expression, and we’ve poured that spirit into every collection since day one. 

‘We have been loud and proud about our sources of inspiration, including vintage posters, tees and music. 

‘We also often spot artists taking inspiration from our creations, which we welcome.

‘Style trends are just that: trends. However, we would never knowingly infringe on an artist’s copyright. 

‘As creators, we regularly see companies like Temu plagiarising the Sabbi brand, and it is just not something we would ever do.  

‘This community is so important to us. We are reflecting carefully on the feedback being shared and will move forward with kindness and respect.’