Are Dupe’s the new Designer? How TikTok is shaping Fashion
Graphic by Rory McNamara
In a world where TikTok trends can make or break products overnight, dupe culture has emerged as a way for shoppers to achieve the look without the label. Influencers proudly flaunt their affordable finds, claiming they’re ‘just like the real thing’ but for a fraction of the price.
Scrolling through TikTok, it’s hard to miss the explosion of dupe trends– from Stanley cup look-alikes to the viral ‘Birkenstock Boston dupe’ and the ever-popular ‘Lululemon Align dupe’ leggings.
TikTok has changed the fashion landscape by allowing anyone to achieve the designer aesthetic, regardless of their budget.
One platform that has become synonymous with dupe culture on TikTok is DHgate. Known for its wide selection of knock-off designer goods, DHgate has gained massive popularity through influencer promotions and viral “Dupe Hauls.”
Creators showcase their DHgate purchases, highlighting how closely these bags resemble luxury items like Louis Vuitton’s Neverfull tote or Gucci’s Marmont bag. The appeal lies in the fact that these dupes can cost as little as $30 compared to the thousands charged for the originals.
While these trends offer consumers the aesthetic of high-end goods without the price tag, they pose a real threat to luxury brands. The accessibility and virality of dupes challenge the exclusivity that designer labels rely on.
Gen Z’s love for fleeting trends, their budget-conscious mindset and TikTok’s lightning-fast content cycle align perfectly to fuel the rise of dupe culture. The desire to participate in the latest viral aesthetic drives the need for quick, low-cost alternatives.
For a generation that prioritizes self-expression and individuality, dupes offer a way to experiment with styles without the long-term commitment of an investment piece.
In a world where a dupe can go viral faster than a designer launch, the future of luxury fashion may depend on its ability to balance exclusivity with the desire for widespread influence.