Written By Lindsay Hohmann
Edited by Olivia Taylor
The swift rise of social media’s influence on the fashion industry, characterised by constantly shifting trend cycles, has made it increasingly difficult for shoppers to invest in and stay up-to-date with the latest luxury styles. This has led a great many consumers to fill their wardrobes with “dupes”—lower-cost items that closely resemble high-end designs. While these alternatives offer a way to emulate luxury styles without significant expense, they raise concerns regarding quality, sustainability, and ethical production practices.
Just a decade ago, buying a knockoff handbag was an act widely looked down upon, and most who did so went to great lengths to conceal inauthenticity. There has been, however, a large cultural shift in our attitudes toward inauthentic pieces, thanks to the popularity of social media users who are sharing where to purchase their favourite designer item dupes. The growing acceptance of buying luxury dupes has given fast fashion brands the perfect opportunity to profit from a generation eager to follow every fashion trend at the lowest possible cost. But how is this affecting luxury designer brands and the creative forces behind these styles, who often invest significant resources into ethical production (though not always) and high-quality, durable craftsmanship?
The Evolving Cultural Narrative Around Luxury Brands
Forbes claims that the reputation of luxury brands has been on a decline. A 2024 article states that the stakes for luxury brands are incredibly high, given that “consumers must fork over exorbitant amounts of money for exclusive goods when often perfectly acceptable substitutes are available at a lower cost”. Forbes further contends that luxury brands are grappling with the challenge of restoring their image beyond being known for exclusivity, noting that “the sharp price increases implemented by many luxury brands post-recession gives the impression that [luxury brands have] gotten greedy, which is certainly a bad look when many customers face economic challenges”.
While consumers may be less inclined to invest in designer pieces, luxury fashion houses still have primary influence over the introduction of trends. For instance, Maison Margiela’s Tabi Shoes—originally inspired by the traditional 15th-century Japanese sock—were initially met with scepticism and appreciated only by fashion insiders “in the know.” However, they’ve since become a major trend, with dupes flooding the market. Bottega Veneta’s Drop Earrings have also become one of the most replicated designer pieces. Practically identical styles can be purchased on Amazon for $15 as opposed to Bottega’s $917 price tag. The Drop Earrings by Bottega Venetta
How Do Dupes Harm the Luxury Industry?
The luxury brands that suffer the most from dupe culture are the smaller designer labels that have recently found popularity among influencers on social media. In an interview with Rolling Stone, Marcello Gaia, the founder of Mirror Palais, shares his frustration regarding the negative effects that dupes have had on his brand. Ever since Mirror Palais has been worn by A-list celebrities like Dua Lipa and Bella Hadid, the brand has been destined for internet virality. Gaia explains that his pieces are made with “an authentic expression of his heritage and craft”. One of Mirror Palais’ most popular dresses, The Maria (retailing for $625 USD) was inspired by Gaia’s love for Brazilian cinema and the timeless fashion pieces his mother and grandmother kept in his childhood home. However, the intended intimacy and personal touch in the design of the dress has been undermined by the many TikTok users who have shared links to knockoffs on Amazon. This has not only diminished the sales of the actual dress, but it has also compromised the integrity of the piece and the meticulous design process behind it. Gaia told Rolling Stone that he finds it upsetting to see young people promoting dupes, and that “we as a society have become so accustomed to easy and fast consumption…and the dupes just promote a really…toxic culture for that”.
Timeless and historic fashion houses like Gucci and Louis Vuitton face their share of dupes, yet they retain a devoted following of enthusiasts who are willing and able to invest in their pieces, regardless of the availability of knockoffs in the market. It is the smaller, rising brands like Mirror Palais, among many others, that have gained traction on social media that are most vulnerable to the dupe uprising because of the fact that they have a lesser fortress of brand loyalty and heritage. These labels must navigate the younger generation that often cannot afford higher-quality, sustainable pieces, but still aspires to emulate the styles they see online of celebrities and influencers who endorse the brands.
A Contentious Topic
Our current economic climate has undeniably made it increasingly impractical for most consumers to invest in luxury items. On top of that, there is a widespread critique of the exclusivity of luxury brands and the fashion industry as a whole, and the dupe market acts as a counterpoint which can foster a sense of inclusivity among consumers. However, dupe culture has also made space for fast fashion brands to profit greatly, raising legitimate and serious concerns about sustainability and ethical workplace environments.
Furthermore, the widespread acceptance of dupes raises questions about the future of creativity and craftsmanship in fashion. As consumers increasingly prioritise affordability and accessibility over quality and ethical production, the industry risks losing sight of the artistry that defines luxury fashion. This shift may lead to a homogenization of style, where unique designs are overshadowed by mass-produced imitations, thereby ultimately diminishing the value of original creations and the thought processes of their designers.
Fashion enthusiasts should be encouraged to reconsider buying into the dupe market and instead focus on investing in timeless, long-lasting styles that are more sustainable for the environment, are ethically produced, uphold the integrity of design, and eliminate the recurring expenses associated with fast fashion.
Leave a Reply