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Knockoff fashion is an increasingly popular way to take a stand against overpriced products.
Once upon a time, buying a designer knockoff was probably something you kept under wraps. Today, however, dupes are becoming something akin to a badge of honour.
Thousands of TikTokers are building dedicated followings by proudly sharing their affordable Amazon finds as perfect alternatives to luxury fashion’s ‘must-have’ items.
‘Dupe’ has become a buzzword in 2024, a catchy moniker for what we used to call knockoffs or ‘fakes’, except now with far less stigma and a lot more community spirit.
A dupe, for the uninitiated, is a replica or affordable alternative to a popular (often luxury) item, but not quite a ‘fake’. Dupe’s don’t pretend to be the real thing. Instead, they replicate the aesthetic or functionality of something aspirational, all while leaving your savings account intact.
In the world of beauty, fashion, and even home decor, ‘dupe culture’ has become a movement. It’s a rebellion against the arbitrary price tags that luxury brands slap on their items in the name of ‘exclusivity.’ And let’s be honest, exclusivity, in this age of fast fashion and viral trends, is becoming a hard sell.
So why, all of a sudden, are we seeing an explosion of dupes, and why are people so passionate about it?
Well, social media, particularly TikTok, Instagram, and YouTube, has democratised the discovery of trends. If Bella Hadid wore it on Tuesday, a fast fashion retailer has it in stock by Thursday, and someone is showcasing a more affordable dupe by Friday.
TikTok in particular has birthed entire subcultures around hunting for dupes. There are accounts solely dedicated to unearthing the best budget-friendly alternatives to trending products, which receive millions of views.
Luxury is no longer exclusive; it’s replicable. Dupe culture is a giant middle finger to brands that tell us we have to spend hundreds, or even thousands, to look or feel good. Why should a handbag cost $4,000? Because it’s Italian leather? Because it has a brand name in gilded letters? Dupe culture calls these price tags out for what they often are: marketing schemes
Perhaps the appeal of dupe culture runs deeper than just saving a few bucks – it taps into the smarter shopper mentality of Millennials and Gen Z. We don’t just want to buy what we’re told to want; we want to game the system.
We’ve grown up during the rise of student debt crises, wage stagnation, and the financial circus that is homeownership, so yes, we’re watching where every penny goes.
We’re also living in the era of hyper-knowledge. Five-star reviews, Reddit threads, and TikTok dupe breakdowns allow us to analyse products with an almost scientific scrutiny. If we know the margins and marketing tricks of luxury goods, why wouldn’t we opt for the better deal?
Of course, like most internet-fueled trends, dupe culture is not without its moral complexities. On one hand, there’s an undeniable satisfaction in refusing to let luxury brands syphon our hard-earned money. On the other hand, the rise of dupe culture comes with its own set of ethical dilemmas.
