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 undermine the city's efforts to attract tourists and businesses. The centre-right Lombardy government's tension with the centre-left city administration, led by Mayor Beppe Sala, has also brought attention to the need for a unified digital strategy.

In Milan, specific neighbourhoods like Brera and Porta Nuova are hubs for creative agencies and startups, with organisations like the Fondazione Giangiacomo Feltrinelli and the Museo Poldi Pezzoli playing a significant role in promoting innovation and design. The city's fashion district, Via Montenapoleone, is also home to luxury brands that rely heavily on visual storytelling. However, the proliferation of duplicate images threatens to undermine the unique aesthetic that these brands and organisations have worked to create. For example, a recent campaign by the Camera Nazionale della Moda Italiana, which represents the Italian fashion industry, highlighted the importance of originality and creativity in fashion photography.

Local Efforts to Address the Issue

According to data from the Comune di Milano, the city has seen a 25% increase in copyright infringement cases related to duplicate images in the past year alone. In response, the city has launched initiatives like the 'Milano Creativa' program, which provides funding and support for creative startups and entrepreneurs. The program has already seen success, with over 100 startups receiving funding and mentorship in the past year. Additionally, the city's universities, such as the Università degli Studi di Milano and the Istituto Marangoni, are incorporating courses on intellectual property and visual storytelling into their curricula.

As the city moves forward, it is likely that we will see a greater emphasis on originality and creativity in visual content. With the average cost of producing a high-quality image in Milan ranging from €500 to €2,000, according to a recent survey by the Associazione Italiana Fotografi, the economic benefits of investing in original content are clear. As of June 2026, the city has also introduced a new policy requiring all city-funded projects to use original imagery, a move that is expected to drive demand for local photographers and creatives. By understanding the background context and how we arrived at this point, Milan can take steps to address the issue of duplicate images and maintain its reputation as a hub for innovation and creativity.