The loudest voices that defend dupes often say, “Poor people deserve nice things.” Of course affordability matters, but understanding that your position comes from geographic luck should shift your perspectives. That luck is simply not being born into conditions where exploited labour is the norm.
Many of the people shouting this are not the ones in hardship but are instead the ones chasing the latest trend drops without paying for the full price. The conversation shifts quickly from accessibility to entitlement.
Being a dupe is far from being neutral. Research found that consumers often see dupes as lower-risk and better-value than originals. These perceptions make them easier to justify, even when they closely replicate an existing design.
The fashion industry has always been built on ideas and innovation. When those ideas are copied without permission, the creators’ works are undermined. Mirror Palais, an independent French label, spoke out after seeing their pieces being replicated by fast-fashion brands, resulting in their designs being associated with them rather than the original brands, and made under less ethical conditions.
Even brands with strong followings can’t escape dupe culture. When cheaper copies flood the market, original labels lose their recognition and revenue. As Marcelo Gaia, founder of Mirror Palais, put it plainly on TikTok:
“I’m one of the world’s biggest fast fashion designers, and unfortunately this is happening completely against my own will.” – (Gaia, 2025).
Comparison of Mirror Palais‘ original dress and Oh Polly dupe (discontinued).
Cheaper prices don’t appear out of nowhere. They often come from cutting wages, rushing production, or outsourcing to unsafe environments. When we pay less, someone else is paying more through exploited labour. But that new wardrobe for cheap is too tempting even though you know the conditions behind it, right?
Dupes cannot exist without both supply and demand. Companies make them because people buy them. Each purchase tells manufacturers that copying is profitable.
Consumer choice matters, and they always have. Refusing to buy dupes won’t fix the fashion industry overnight but it certainly does push back the normalisation of exploitation.
Why do we find it so hard to not seek cheap costs for the trending and luxurious design if we cannot afford it? Is it really about needing nice things, or just justifying why someone else’s cheap labour should fund our wardrobe?
Kathrynf 
Alexander Hanjin De Filippo 
Eabha Quinn
I 100% agree! With the rise of vintage fashion and thrifting, you would think people would turn to more ethical fashion choices, but big fast fashion brands instead promote the allure of buying ‘cheap’ – at the huge cost of human labour that is, in fact, rendered invisible.
This is extremely true, people really feel entitled to have something even if they can’t afford it – especially when it comes to fashion. It’s always “Well I deserve to have this luxury item too!” and never; “the factory workers making these garments deserve to be paid a liveable wage in safe labour conditions”. Not to mention that buying cheap dupes is often worse for the consumer as well in the longterm (buy it nice or buy it twice), but you really needed that $300 Shein haul, right? Great read.