The Disposable Aesthetic of Dupes

Words by:  Olivia Conder
Art by:  Linh Ha

Trend this, trend that, there’s always something new flashing across our feeds and, inevitably, into our wardrobes. But here’s the uncomfortable truth, trends are literally polluting our planet!

Fast fashion has never been faster, or more wasteful, with brands like Shein and CIDER flooding Australian op shops with barely worn, poor-quality clothing.

One of the worst culprits? The dupe; short for duplicate. Dupes promise the look of luxury at a fraction of the price. Sounds harmless enough, until you realise what’s really at stake.

The rise of dupes has turned fashion into a speed run, where the goal is no longer quality or self-expression but who can copy the look faster and cheaper. From knockoff skincare to imitation designer bags and flimsy dresses, these trends fuel overconsumption, underpaid labour and environmental destruction.

Take the viral bubble mini skirt. First spotted on influencers, styled with cowboy boots and a cute top, it was soon replicated at Kmart and Target. But, just as quickly, it ended up in op shops, worn once or twice, and already falling apart! Cute? Maybe. Conscious? Definitely not.

This isn’t just a fashion issue, it’s a mindset problem. When we prioritise trends over value,

we not only harm the planet but rob ourselves of originality. We demand governments act on climate change, yet what are we doing about our own closets?

Imagine this: you snag a seven-dollar skirt from the clearance rack at Kmart – convenient! Yet when you rock up to your next party, you see 40 versions of the same fit. Slightly different cuts, and slightly different colours, but all scream the same story. Aren’t you sick of dressing like everyone else?

It’s time to ditch the dupe culture. Dress with purpose. Embrace originality. Build a sustainable wardrobe that lasts. And, from the wise words of Oscar Wilde remember to:

“Be yourself, everyone else is already taken.” 

I for one think it’s about time we make that the trend that sticks instead.