Understanding the Rise of Duplicate Images in Milan: Background Context and How We Arrived at This Point

Milan's digital landscape is facing a growing issue with duplicate images, with over 30% of online content featuring identical or near-identical visuals, according to a recent study by the Politecnico di Milano.

This matters now because the city's reputation as a global leader in fashion and design is at stake. With the Milan-Cortina 2026 Winter Olympics approaching, the city is under pressure to present a cohesive and innovative brand image. Duplicate images can dilute this image and make the city's digital presence appear lazy and unoriginal. Furthermore, the issue can also affect local businesses, particularly those in the luxury sector, which rely heavily on unique and high-quality visual content to attract customers.

In Milan, the issue of duplicate images is particularly pronounced in areas like the Porta Nuova district, where sleek skyscrapers and modern architecture are often featured in online content. The same images of the Bosco Verticale or the Galleria Vittorio Emanuele II are repeatedly used, giving the impression that the city's visual identity is stagnant. Organisations like the Camera Nazionale della Moda Italiana and the Fondazione Teatro alla Scala have also been affected, with their online content often featuring duplicate images of fashion shows, events, and performances.

Local Efforts to Address the Issue

According to data from the Comune di Milano, the city has seen a 25% increase in online content featuring duplicate images over the past year, with the average cost of producing original visual content ranging from €500 to €5,000 per image. To address this issue, local initiatives like the Milano Digital Week and the Festival della Fotografia have been launched, aiming to promote originality and creativity in visual content. For example, the festival has partnered with local photography schools like the Istituto Europeo di Design to provide workshops and training sessions on visual storytelling and image creation.

As the city prepares for the 2026 Winter Olympics, it is essential to take practical steps to address the issue of duplicate images. Local businesses and organisations can start by investing in original visual content, such as commissioning local photographers or graphic designers to create unique images. Additionally, the city can promote initiatives like the Milano Digital Week and the Festival della Fotografia to encourage creativity and innovation in visual content. By taking these steps, Milan can maintain its reputation as a global leader in fashion and design, and present a cohesive and innovative brand image to the world.