*Leggings worn by Beyonce in a new Fall 2010 ad campaign for House of Dereon looked very familiar to the folks at a clothing company based in Iceland.

In one of several promo photos released earlier this month, the singer poses topless, wearing nothing but fake tattoos and a pair of tight black leggings covered in silver studs. [See photo above.]

Icelandic company E-Label is now claiming that the garment looks similar to a pair of their own leggings, which Beyonce was allegedly spotted buying in London last year.

E-label co-owner Helba Hallgrimsdottir says: “This is naturally huge and I am still half in shock. I didn’t twig (realize) straight away that this was her own label: I just thought she was wearing our leggings. It is practically just copy/paste.”

View more pics from the House of Dereon fall 2010 ad campaign below…