May 19, 2022

Luna Matatas, a sexual pleasure coach, awoke to hundreds of hashtags for her trademarked phrase ‘Peg The Patriarchy’ on Tuesday, following model Cara Delevingne’s appearance at the 2021 Met Gala wearing an outfit featuring the statement.

But there was no mention of Matatas, who patented ‘Peg The Patriarchy’ in 2018 as a metaphor for undermining the patriarchal system, in Delevingne’s Dior costume or Instagram post, according to Matatas.

Matatas stated that she was originally thrilled to see such a high level of engagement until she discovered she had not been tagged or identified as the owner by Delevingne or Dior. Instead, it appeared as though Delevingne’s co-owned sex toy firm, Lora DiCarlo, was receiving credit from individuals on social media who presumed the connection.

Five years ago, Matatas founded her brand ‘Peg The Patriarchy.’ On her website, she sells apparel, mugs, and accessories, all emblazoned with the words.

Matatas stated that she has already encountered discrimination while growing her business. Delevingne’s team’s ability to “pulling it off as their own” might have a significant detrimental impact on her growth, she stated.

“Being a small business, being queer-owned, being in a fat body, being in a racialized body — these are all things that already create barriers for me in doing what I’m already amazing at,” Matatas explained. “And to have a white, thin, cis body kind of taking a message and representing it in a way without credit to an artist, it says a lot about what the problem is.”

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The incident also adds a significant amount of effort to Matatas’s algorithm and SEO. When someone searches for ‘Peg The Patriarchy,’ the link to Delevingne appears immediately. Matatas is also dealing with more knockoff designs of her garments than ever before, she explained.

When Delevingne was asked to explain ‘Peg The Patriarchy’ during a Met Gala interview, she explained that it meant “stick it to the man” and that anyone who didn’t understand what pegging meant should “look it up.”

“It has an impact in ways that are great for raising the visibility of the message, but because it’s not anchored in the awareness that I was trying to bring through the message, it doesn’t serve me in the same way,” Matatas explained.

Matatas claims she has contacted Delevingne and Lora DiCarlo but has not received a response. She doesn’t expect to, she says, because she can’t afford to go to court. The overflowing support from her community and new followers has been a remarkable aspect of the situation.

Dior and Delevingne did not reply to calls for comment from Insider. Lora DiCarlo’s spokeswoman told Insider that the company “was not participating with the 2021 Met Gala.”