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Agenda-setting intelligence, analysis and advice for the global fashion community.

Social Media Created Dupe Culture. Can It Also Reverse the Damage?

Marcelo Gaia, the owner and creative director of New York-based brand Mirror Palais, frequently publishes candid, casual videos to call out fast-fashion imitations.
Mirror Palais designer and owner Marcelo Gaia at a fitting.
Gaia is currently grappling with the question of how to combat knockoffs. (Mirror Palais)

NEW YORK

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Further Reading

How Brands Are Taking On Quince

The dupe retailer has become a $4.5 billion powerhouse by promising lower prices and comparable quality to labels that fall between fast fashion and luxury. Competitors fighting back by stepping up their brand building chops are already seeing results.

A Death Blow for Dupe Culture, Deferred

President Trump’s ruling this week to end the de minimis tax loophole could be a bust for Shein and Temu, but a boon for all the mid-priced brands they’ve ripped off over the years.

Is Dupe Culture Out of Control?

The widespread availability and acceptance of dupes has cracked open access to products and trends for wider audiences. It’s also made doing business more complicated for many independent designers.

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