What if Gen Z’s embrace of dupes forces luxury to rethink pricing, steering the industry toward a better tomorrow—without legitimate counterfeits?
In recent years, dupes of fashion and beauty products have become a pervasive force in the cultural zeitgeist. Fueled by the rapid growth of online shopping, these alternatives are not only challenging how luxury goods are perceived but also disrupting its market. As noted by BoF, Generation Z is embracing these “inexpensive products positioned as like-for-like swaps to prestige items,” viewing them as smart choices rather than something to be embarrassed about.
TikTok is awash with videos recommending alternatives to hyped products, including Skims shapewear and Miu Miu micro skirts. In the beauty industry, dupes are generating both excitement and sales, as these products often resemble and perform similarly to their more expensive counterparts. For Gen-Z beauty enthusiasts, discovering a dupe that delivers the same effect as a high-end favourite makes it almost as desirable as the original. It’s no surprise that several studies show that counterfeit products, broadly defined, account for about 10% of the global beauty market. “The rise of dupes is a direct result of counterfeiters exploiting a loophole. Fragrance is not protected as a creative work,” explained a specialist interviewed by Les Echos.
One thing is clear: Gen-Zers are relentless in their pursuit of dupes, constantly on the lookout and sharing recommendations across every platform. “Now cachet comes from finding the look for less,” said Susan Scafidi, founder of The Fashion Law Institute, in an interview with BoF. “Knowledge of what is ‘just as good’ is the coin of the realm amongst Gen-Z.”
As a result, a new wave of direct-to-consumer dupe brands has emerged, offering high-quality alternatives at more affordable prices, as highlighted by BoF’s Sheena Butler-Young, Brian Baskin, and Malique Morris. While luxury brands focus on the ultra-wealthy and fast fashion caters to budget-conscious shoppers, dupe brands have successfully resonated with middle-class consumers—those who feel left out of the luxury market but still seek good value for their money. Social media and influencers have undoubtedly played a crucial role in driving the rise of these labels.
What Is the Real Difference Between Dupe and Counterfeit?
Advocates of dupes argue that a copied item cannot be equated with items that falsely claim to represent a specific brand, which are classified as counterfeits.
For Vidyuth Srinivasan, co-founder and CEO of the luxury authentication company Entrupy, the line between dupes and counterfeits is often blurry, as they are essentially the same thing. The distinction largely depends on how they are labelled on social media or other platforms. Copying has long been a part of the luxury industry, with many brands drawing inspiration directly from the couture runways of Paris. However, the current demand for dupes has reached unprecedented levels.
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Soaring Luxury Prices Fuelling the Rise of Dupe Culture
Luxury brands have significantly increased their prices, excluding middle-class shoppers who once splurged on a few designer pieces every year.
“The term dupe comes from duplication, but it also reflects consumer sentiment around prices today. They feel cheated,” wrote Malique Morris, the direct-to-consumer correspondent at The Business of Fashion. Dupe brands have capitalised on this frustration by being transparent about production costs. They break down exactly how much it costs to produce an item versus its retail price, giving consumers a sense of fairness.
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While inflation is playing a major role in reshaping the luxury sector, dupe brands like Quince and Italic have found ways to offer good-quality alternatives at reasonable prices. “Consumers are essentially saying, ‘These prices aren’t good for me, this economy isn’t good for me, but I still want to please myself, why should I deprive myself?’”as Vidyuth Srinivasan put it.
The Dupes Everyone’s Buzzing About, Revealed
Among the most sought-after accessories, the Chanel Classic Flap Bag, which typically retails for around $10,000, has dupes available for $100 or less. Similarly, the Chanel Classic Slingback Flats, originally priced at $1,100, can be found for $50 to $100.
In the fragrance market, prices for Baccarat Rouge 540 and YSL Black Opium are $325 and $155, respectively, but dupes can be found on the market for around $18 to $39.
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The Power of Social Media and Influencers
As anticipated, platforms like TikTok and Instagram have played a significant role in the spread of dupes. Here, you can find promotions for affordable alternatives to products such as Skims tracksuits, Miu Miu total looks, Bottega Veneta bags, and Djerf Avenue pyjamas.
Influencers have been crucial to this movement, not only by promoting these products as budget-friendly options but also by actively encouraging their popularity. Many influencers even create unpaid content featuring dupes.
Sustainability and Craftsmanship at the Heart of the Debate
Luxury brands rely on intricate craftsmanship that is deeply rooted in their heritage. They use materials sourced in ways that are intended to respect the environment. For example, Lady Dior and Hermès’ Birkin bags are crafted using methods that require many hours of skilled labour. These artisanal techniques are inherently more sustainable, and part of the high price of these bags reflects the brand’s respect for the artisans and their commitment to quality.
In contrast, knockoff brands operate more like fast fashion, prioritising rapid production over sustainability. As soon as luxury brands launch a new product, duplicates are created as quickly as possible, often without considering ethical sourcing or environmental impact.
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A New Market Dynamic Between Dupe Brands, Luxury, and Consumers Is Possible
Dupe brands could pose an additional challenge to luxury labels if they evolve beyond merely providing cheaper alternatives. Should they craft fresh narratives around their replicated products, they might transcend imitation to deliver genuine innovation and create something truly valuable. As the dupe industry continues to grow rapidly—reshaping the interplay between fashion, beauty, and consumers—a new balance may emerge, forged through reinvention and overcoming the stigma of imitation.
Laura Madero
BA student in Fashion Business, Paris