Dupe or not to dupe
HYDERABAD: In the ever-evolving world of fashion, trends emerge and fade rapidly. One phenomenon that has gained significant traction in recent years is the culture of fashion dupes. A ‘dupe’ refers to a product that mimics the design, style, or aesthetic of a high-end item but is sold at a fraction of the price. This practice has sparked widespread debate, raising questions about originality, accessibility, and the impact on the fashion industry.
Role of social media in accelerating dupes
Dupe culture has reshaped consumer behaviour and the value perception of fashion products. “This shift highlights a growing preference for achieving the ‘look for less’ over the status associated with brand-name items,” notes Priyanka Sanghi, founder of the accessories label Hair Drama Co. “Social media platforms, particularly Instagram and YouTube, amplify this trend. Influencers and content creators showcase affordable alternatives to luxury goods, driving widespread interest in dupes. Popular hashtags like #Dupe and #DesignerDupe draw millions of views, underscoring the movement’s influence. Yet, dupe culture raises complex ethical and legal questions. Although these alternatives are not exact replicas — and thus not counterfeit — they often closely mimic the designs of original high-end products. This prompts ongoing discussions about intellectual property, creativity, and fair competition within the fashion industry, reflecting the evolving landscape of fashion consumption and design.”
Critics argue that dupe culture undermines original designs and craftsmanship, but many consumers see it as a way to challenge traditional power dynamics in fashion. By embracing dupes, they reject the notion that style should be dictated by wealth or status, asserting their right to fashion on their own terms. As dupe culture gains momentum, it raises important questions about value in fashion. Is value defined by the price tag or the confidence it brings to the wearer? As fashion evolves, it’s clear that the unconventional is here to stay.
