Possible plagiarism of the Ethel Cain storyline/visuals from an author/photographer (discussion)

Hi everyone, I hope this doesn't come across as intrusive or parasocial.

I was on Instagram and came across a page posting their photography and upcoming novel.

Upon further looking, it seems that the entire storyline and subsequent aesthetic were... plagiarized.

Many of the photographs, photographed by the account originally, are nearly identical to past photographs featured in the Ethel Cain promotional material. The marketed plot has to do with a missing girl in a small southern town, in the 80s, with heavily religious themes, with the antagonist being a cult. The account in question is also present on Tumblr.

I will not name the account I found, but I am curious to know if anyone may have stumbled upon this as well. They have posted their visuals and writing alongside Ethel Cain tags and lyrics, so I don't think they are trying to be malicious. Inspiration is there, but credit doesn't seem to be explicitly given beyond hashtags.

I wanted to open a conversation about inspiration vs. plagiarism in an artistic space, specifically with this account. Has anyone come across a situation like this or know who I am referring to? Would you consider this plagiarism or only intense inspiration? Am I reading too much into this?

I'm not trying to be malicious in any way, because I love writing and art. Ethel inspires me deeply as well. It just feels strange to me knowing Hayden is working on her book while this person seems to be replicating her ideas and plot with minimal and non-noticeable changes. People can do what they want, 100%, and I'm not trying to start a witchhunt. I just want to understand and discuss to better my own understanding.

Please let me know your thoughts. ❤️