Why is Dupe Culture Becoming a Problem?

When you are scrolling through Tiktok or Instagram it is likely to see a post labeled #dupe. These feature influencers holding look-alike versions of designer products, ranging from Lululemon, to Gucci and Louis Vuitton. At first you might not see an issue in this as they are simply showing an affordable version of an expensive brand. However, the growing obsession to find cheap versions of luxury goods, known as dupe culture, reflects how social media has shifted fashion from a creative expression to a competitive imitation. Although it may seem like harmless fun to look for cheaper alternatives, it exposes problems such as overconsumption, unethical labor, and environmental damage.

Dupe culture is common on platforms like Tikok as influencers compare luxury items to their cheaper alternatives from places like Shein and Temu. Videos like ‟Louis Vuitton Dupe Haul” or ‟Skims Look-Alikes” received millions of views and promoted the idea that designer status is easily accessible and affordable. According to the Business of Fashion, the dubbed hashtag has billions of views showing the widespread of this midst. Many see this as financial savvy, nevertheless, these inexpensive luxuries rely on exploitative labour, synthetic materials, and mass production echoing the problems driving fast fashion’s environmental toll.  

As Vogue Business explains, dupe culture is driven by rising luxury prices and the growing gap between aspiration and accessibility. Many consumers no longer see themselves reflected in luxury fashion, creating a market for “attainable” imitations from mid-market labels or fast-fashion retailers. In contrast, this cycle of imitation results in overproduction and waste. The constant push to stay on trend, combined with influencer marketing normalizes rapid consumption; where aesthetics outweigh awareness. 

Yet, the cycle is not inevitable. Consumers can resist dupe culture by buying fewer, dupe pieces that promote fast fashion and supporting ethical brands, or thrifting. Social media, too, can shift from glamorizing imitation to celebrating creativity, sustainability, and authenticity.

Overall, dupe culture lets us copy luxury, but it copies the wrong values. Fashion doesn’t need to exploit people or the planet to look good.

Works Cited

Criales, José. “How quiet luxury changed dupe culture.” Vogue Business, 12 December 2024, https://www.voguebusiness.com/story/consumers/how-quiet-luxury-changed-dupe-culture. Accessed 24 October 2025.

Kennedy, Joan. “Is Dupe Culture Out of Control? | BoF.” The Business of Fashion, 19 July 2024, https://www.businessoffashion.com/articles/retail/is-dupe-culture-out-of-control/ . Accessed 25 October 2025.