Day 87: What is “Dupe Culture” and why is it a problem?

9/19/2024

Day 87: What is “Dupe Culture” and why is it a problem?

In the fashion world, dupes have captivated younger consumers. These cheaper imitations of high-end products look remarkably similar to luxury items but come at a fraction of the cost. Ranging from clothing and shoes to beauty and lifestyle products, dupes have become a major part of the contemporary fashion landscape — as shown by the vast numbers #dupe videos on TikTok.

If you’re middle-aged like me, you might not know exactly what a dupe is.

One important thing to point out is the distinction between counterfeit items and dupes. Counterfeits directly copy a brand’s name and logo, attempting to pass off as the genuine article. Dupes, on the other hand, do not claim to be the authentic product; they are merely inspired by high-end designs and offered as more affordable alternatives.

It’s not actually new. Ladies were sewing their own copies of fashion plates centuries ago. Designer knockoffs have been a thing for decades. When fast fashion first emerged in the late 1990s/early 2000s, Zara in particular was known for its speedily produced versions of the outfits on catwalks or red carpets.

Now, the copier has become the copied; Zara dupes are appearing on Shein…

And while a few decades ago it was still a bit shameful to carry a designer knockoff handbag for example, these days dupes are celebrated on social media

The primary allure of dupes lies in their ability to democratise fashion. With the rise of social media and influencer culture, young consumers are constantly exposed to high-end styles that may be out of their financial reach. Dupes present a tempting alternative, allowing people to mimic luxury looks without breaking the bank.

Platforms like TikTok have become hotspots for sharing these finds. This new buying habit has transformed how the younger generation approaches fashion consumption, making it less about exclusivity and more about accessibility.

However, while they offer affordability and accessibility, dupe culture comes with significant ethical and environmental concerns.

One problem is the proliferation of dupes also fuels overconsumption, contributing to the fast fashion industry’s negative impact on the environment. Fast fashion brands, notorious for their rapid production cycles, capitalise on the demand for dupes by churning out low-cost versions of popular designs at an alarming rate. This practice not only leads to an ever-accelerating trend cycle, where garments become outdated within weeks, but it also promotes a throwaway culture where clothing is viewed as disposable.

The production of these low-cost items often occurs in factories where workers face poor conditions and inadequate wages. The affordability of dupes comes at a hidden cost, paid by those who toil in unsafe environments for minimal compensation.

However, this does not absolve them of ethical issues. Many small designers and brands find their original designs replicated by fast fashion retailers, often without consent or credit. This theft of intellectual property can devastate independent designers who rely on their unique creations to sustain their businesses.

Despite these concerns, the demand for dupes continues to grow.

Everything I wore on Day 87 of the 90 days of Shein challenge: