HYDERABAD: In the ever-evolving world of fashion, trends emerge and fade rapidly. One phenomenon that has gained significant traction in recent years is the culture of fashion dupes. A ‘dupe’ refers to a product that mimics the design, style, or aesthetic of a high-end item but is sold at a fraction of the price.
This practice has sparked widespread debate, raising questions about originality, accessibility, and the impact on the fashion industry. “The dupe culture has transformed consumer shopping habits and attitudes towards clothing value, especially in tier-2 cities in India,” explain Niyoshi Shah and Aashumi Mahajan, founders of The Luxe Maison. “This trend involves seeking budget-friendly versions of high-end fashion items, leading to key changes in consumer behaviour.
Instagram Reels have accelerated fashion cycles, rapidly bringing affordable knockoffs to the market. Fast fashion brands now have an array of potential trends prepared before runway shows even conclude. When a brand or item goes viral, the focus shifts from inspiration to replication, with the most sought-after dupes being those that closely mimic the original product at a fraction of the cost.
It’s not just about drawing inspiration anymore; it’s about creating exact copies. And our cost-conscious consumer segment laps up these copies at a faster pace than ever before,” they inform. Meenakshi, founder of the luxury minaudiere label EENA, notes that the rise of dupe culture marks a signif.