Stylist explains the increase in consumption of “Dupes”

In the fashion industry, the term dupe – in English is short for duplicates -, it refers to a lower price version of a beauty or luxury fashion product, they are dominating the world of online fashion.

According to the stylist Anna Boogiethe impact of social media on brands fast fashion completely changed the way younger generations think about clothing consumption.

“The growth of Tik Tok and this post-pandemic also contributes to this behavior, people are still anxious and confused about everything, wanting to position themselves in some way and they don’t care about sporting fake products. It’s the glamorization of piracy. Young people, especially generation Z are obsessed with consuming and ‘posting’ copies of luxury brand products.”, pointed.

Because people engaged in online fashion often follow multiple creators, influencers and celebrities get more engagement when they’re constantly working to dress in new and popular styles. This contributes to an increasingly accelerated trend cycle.

Comparison videos between original and duplicate products are trending on Tik Tok. Today the hashtag #Dupe already has more than 1.6 billion views. Videos of influencers with counterfeit products from luxury brands go viral on the platform, and raise the argument that they are bad for the environment.

“It’s problematic, but that’s part of current behavior, and we can’t deny that the internet awakens the desire to buy all the time. This is a form of belonging: ‘I can also be part of this’. Luxury products are more expensive than ever and counterfeiting is the only access for people who don’t have purchasing power to consume trends. As a result, sustainability was forgotten at the barbecue. This current behavior only grows and is far from having an easy solution.”explained Anna on her social networks.