Dupe mania is an increasingly widespread trend on social media, where influencers play a key role in promoting copies and imitations of major fashion and cosmetic brands. A quick look at the hashtag #dupe and its variants, such as #fashiondupe, on platforms like Instagram, TikTok or YouTube, reveals the scale of this phenomenon, which mainly involves a very young audience.

It is difficult to pinpoint exactly when the spread of dupe mania began, but in 2022 the Zara vs. Shein challenge seems to have accelerated this trend. How can one not notice the #dupechallenge: young people challenge each other to find the best imitations in stores or supermarkets, announcing the imitated or copied brands.

But what’s new? Imitations and counterfeits have existed for decades. The novelty is in the social phenomenon related to dupes: buying imitations or even counterfeits is not seen as an unfair practice to be kept hidden, on the contrary, it is considered trendy and clever to do so.

Key factors that have likely influenced the enduring demand for dupes include a shift in mindset among younger consumers who have made it socially acceptable to buy and flaunt replicas, and the role of e-commerce and social media, including the birth of an entire genre of influencers focused on identifying and promoting dupes. Videos on TikTok that bear the “dupe” hashtag have racked up nearly six billion views to date.

While dupes may be more in-demand than ever, brands are reacting to this trend. Counterfeits hurt more than lost sales on the part of trusted brands, and they are illegal for good reason. To view a fake as simply a cheaper alternative to a brand name product is incorrect and overlooks the health, product safety, environmental, and labor concerns related to the production and distribution of counterfeits.