Update (3/11, 10 a.m.): Charli XCX has responded on Instagram. See below:

You know what, sometimes you do a photoshoot standing infront of a plant, sometimes you do a photoshoot in black and white, sometimes you wear purple eyeshadow. Sometimes you shoot with the same photographer a fellow artist has shot with. That's just how things happen in the industry I work in. The image in discussion (not this one), which a lot of fans have been making noise about online, was from a photoshoot for a fragrance brand I have been working with for a while. The point of the shoot is to make the promotional image reflective of the packaging, as I have done on previous collaborations with them. This particular scent is a summer scent, with lemons and hints of burnt orange, the design is tropical, bright yellow with pineapples, palm trees and sunglasses printed on the can. The whole brief for the campaign was based around a tropical theme, which is what the brand aka "the client", wanted. Hence the direction of the photoshoot. I had not seen the artwork for the Marina And The Diamonds (@marinagrams) song "Immortal", and it was not an inspiration for this photoshoot or the campaign as a whole. I've seen it now, and yeah unfortunately it looks similar. It was shot by the same, incredibly talented photographer, and it's a shame for both myself and Marina that this has happened. I'm not here to replicate or "steal" art or things that have already been done. What's the point in that? I'm here to do my own thing and create my own art. As I've said, the image in question, which I believe Marina had previously commented on on the photographers Instagram, was for a brand based photoshoot for a tropical, lemon scented fragrance campaign (what was I supposed to do - shoot it in the snow?!). It is not the artwork for my own album or single. That's all I need to say really. Everybody enjoy your Friday. Love to all.

Original story (3/11, 9:30 a.m.): Marina & the Diamonds has called out a new Charli XCX photo (above) for looking a little too much like her single artwork for "Immortal," giving fans some juicy drama to carry out in the comments section.

Charli recently took to photographer Charlotte Rutherford's Instagram page to tease the campaign for her Impulse fragrance. The photo shows the Charli standing in front of a jungle of flowers and plants, wearing neon eye shadow, much like Marina's photo from 2015 (below).

Marina saw the photo and commented "that FROOT looks familar." "Froot," of course, references the lemons in Charli's pic... and Marina's third album title.

To be fair, Rutherford also shot the album package for Froot, so if there's any plagiarism involved with these two different photo shoots, Rutherford might just be copying herself.

Nevertheless, fans have taken to spamming Rutherford and Charli XCX's accounts with the word "froot."

The image on which Marina commented has since been deleted, but there are plenty other Impulse campaign photos to scope on either Charli or Rutherford's Instagram accounts.

As for this beef? We're sure it'll be short-lived. Charli and Marina have a history, touring together in 2013 and teaming up for their track, "Just Desserts."

Watch Marina & the Diamonds explain her "Blue" video to Fuse at Lollapalooza 2015: