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

Why the ‘Walmart Birkin’ Struck a Nerve

While far from the only dupe on the market, the fact that a copycat version of Hermès' ultra-coveted bag attracted so much attention speaks to a shift in consumer attitudes towards luxury goods.
A person wears a beige leather Hermes Birkin bag, finger rings, outside Hermes, during Paris Fashion Week
Fake versions of pricey handbags have always existed, but lately, they’ve been rapidly gaining traction thanks to Chinese e-tailers like AliExpress and DHGate. (Getty)

Three days in, and 2025 already has its first viral bag.

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Further Reading

Inside Luxury’s Slowdown

Economic headwinds, higher prices and a lack of novel design are all weighing on what was previously fashion’s most dynamic segment. LVMH’s quarterly results Tuesday will offer hotly-watched insights on the severity of the slowdown and how long it will last.

What Luxury ‘Dupe’ Brands Get Right About Shoppers

Start-ups like Quince and Italic that sell affordable basics made in the same factories as high-end brands are generating massive growth in appealing directly to middle-class shoppers who don’t want to resort to Shein hauls.

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.

About the authors
Diana Pearl
Diana Pearl

Diana Pearl is Senior News and Features Editor at The Business of Fashion. She is based in New York and drives BoF’s marketing and media coverage.

Yola Mzizi
Yola Mzizi

Yola Mzizi is the Editorial Associate at The Business of Fashion (BoF). She is based in New York and provides operational support to the New York team and writes features for BoF and The Business of Beauty.

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