Rise of the Planet of the Dupes

Do people even care about the "real" deal anymore?

- ALEXANDRA ILYASHOV

It's not hard to understand the appeal of a dupe, aka a looks-justlike-the-OG knockoff of, say, a designer bag. Honestly, it's always been easy math: What others perceive as a $2,000 purse, you know is a $50 replica. These days, though, that's where the simplicity ends. Dupes are now a coveted category of their own, changing the way people shop and brands design. "But why?" you ask. We'll tell you. complete with brand logos and "authentic" hardware, people just want to match a vibe. If your luggage isn't the original viral suitcase but it still comes with all the fancy compartments and a built-in charger for your phone, that's okayit's the overall impression that counts, rather than the item's provenance.

Gatekeeping = Not the Thing

In the past, if something was chic, it was most likely also expensive, leaving the majority of consumers excluded from being truly fashionable. And while some people do still clock brand names and obvious high-end quality, most aren't judging as hard. Style has become a lot more democratic, with dupes allowing anyone to achieve a chic or on-trend look.