The Dupes: Between anti-consumerist rebellion and assumed hyper-consumption

When the fight against inaccessible luxury becomes the new consumerism

The Age of the Assumed Dupe

There was a time when buying "fake" was synonymous with social shame. Imitations were hidden, concealed, worn with the constant fear of being exposed as someone who "couldn't afford it." Today, those days seem to be over. On TikTok, "dupe hauls"—videos where people proudly showcase their imitation finds—are racking up millions of views. The comments are no longer mocking but admiring: "Where did you find that?", "Link please!", "You're so smart!"

This cultural shift marks the emergence of a new consumerist philosophy: that of the self-deceived dupe. Guilt is out, and pride in "smart" buying is in. But behind this apparent revolution lies a fascinating paradox that questions our true relationships with luxury, consumption, and authenticity.

Figures for an exploding market

The data speaks for itself: in 2024, French customs withdrew 21.5 million items from the market (+5%) for an estimated value of €645.2 million. And this trend is showing no signs of slowing: the counterfeit goods market could reach €1,670 billion in 2030, with an annual growth rate of 8.3%.

Even more revealing: an IFOP study conducted for UNIFAB and INPI at the end of 2023 revealed that 4 out of 10 French people have already purchased a counterfeit product. A figure that demonstrates the normalization of this practice in our consumer habits.

The geography of imitation

Ninety percent of counterfeiting originates from Southeast Asia, and China plays a central role. More specifically, China is the leading producer of counterfeit goods, with 63.2% of products seized between 2011 and 2013. This Chinese dominance is no accident: it is based on a highly developed industrial ecosystem, a skilled workforce, and unbeatable production costs.

But China is no longer content with copying. Managers sell their "overproduction" on the black market. The products are identical, but the price can be five times lower. Sometimes, the dupes literally roll off the same production lines as the originals.

The paradox of consumerist anti-consumerism

Here's the rub: dupes are marketed as a response to rampant consumerism, a form of resistance to the exorbitant prices of luxury. "Why pay €2,000 for a bag when you can get the same look for €50?" the social media argument goes. However, this seductive logic masks a more complex reality.

Because dupes, with their ridiculously low prices, encourage volume consumption. Where we would have saved months to buy ONE quality item, we now buy ten disposable imitations. The low unit cost frees purchasing inhibitions: "It's only €30, I can treat myself."

The result? An explosion of consumption disguised as ecological awareness. An anti-consumerist revolution that leads to... more consumerism.

The Illusion of Inheritance

Let's take the example of a Hermès bag versus its Shein dupe. The former, though excessively expensive, spans generations. It becomes a heirloom, sometimes gains in value, and tells a family story. The latter? It will end up in the trash in six months, replaced by the latest trend.

This difference reveals two opposing philosophies:

• Long-term investment : fewer objects, but chosen for their durability
• Immediate gratification : the accumulation of pleasure objects with a limited lifespan

Faced with this throwaway logic, brands like Koddel offer a third way: accessible craftsmanship. Neither elitist luxury nor industrial copies, but true creations full of soul and know-how, designed to last and be passed down.

Let's take a concrete example: a green armchair with a retro design. At a "quality dupe" store, you'll find it for €359 in industrial production. At a Belgian artisan practicing slow decoration, the same aesthetic will cost you €814 in handcrafted solid mango wood.

PARIS green mango wood armchair -koddelD

Over 20 years, the first will require 3-4 replacements (or ~€1,400 total). The second will last for decades for €814. Which is really "expensive"?

This difference reveals two opposing philosophies:

• Long-term investment : fewer objects, but chosen for their durability
• Immediate gratification : the accumulation of pleasure objects with a limited lifespan

Koddel: The art of “Refined living”

Against this frenzy of deception, brands are emerging that are redefining the relationship with decorative objects. Koddel embodies this new philosophy with its slogan "Refined Living" and its commitment to sustainable materials.

Our brand advocates "slow decor": consuming less, but better. Our mantra? "Consume less but of good quality." An approach that is diametrically opposed to the accumulation of disposable, trendy objects favored by the world of deception.

Koddel doesn't offer copies of design icons, but original creations designed to transcend fashions and time. Each piece tells a story of craftsmanship, carries within it the know-how of its creators, and develops a unique patina over time. It's the perfect antithesis of the dupe: where the latter imitates to deceive, Koddel creates to move.

This philosophy of "refined living" must question our relationship with possessions: rather than multiplying cheap decorative objects, why not invest in a few exceptional pieces that will grow with us?

The hierarchy of dupes

Not all dupes are equal. There is a real qualitative stratification:

• "Trash dupes" : slavish copies sold on platforms like Shein, poor quality materials, ridiculous lifespan.
• "Qualitative alternatives" : brands like COS or & Other Stories that draw inspiration from luxury codes while developing their own identity and maintaining decent standards.
• Authentic craftsmanship : original creations emphasizing know-how, durability and uniqueness.

The champions of quality decor dupes exist and you know them.

In the world of interior design, this hierarchy is particularly visible. H&M Home dominates social media with 60,676 mentions, followed by Zara Home , which excels in the art of accessible "near-luxury." These brands have mastered the delicate exercise of offering pieces that flirt with the codes of high-end design without having the price or pretension.

Kave Home is revolutionizing the sector with original design, moderate prices, and a refined aesthetic, while Habitat is positioning itself as "the new budget-friendly alternative to Zara Home" with "quiet luxury" homeware. These brands understand that the modern consumer is less looking for the perfect copy than for the spirit, the ambiance, and the feeling of luxury.

The strategy is subtle: instead of slavishly copying an iconic chair, they create pieces that capture its essence while developing their own aesthetic language. The result? Objects that are no longer truly dupes but clever reinterpretations.

Some brands are cleverly riding the wave of dupes to gain recognition, before developing their own aesthetic universe. A form of "dupe washing" that harnesses the traffic generated by this trend to redirect it to a more mature offering.

Things to keep in mind:

These are collections renewed 4-6 times a year, with mass production to anticipate demand. Surplus stocks are sold off or destroyed, and we find ourselves in the speculative logic of traditional retail.

The Psychology of Unfulfilled Desire

Beyond economic considerations, the dupe phenomenon reveals a complex relationship with desire and social frustration. Buying a dupe is admitting that you desire the original but cannot have it. It's almost masochistic: you're buying a degraded version of what you truly desire.

This dynamic varies according to sociological profiles:

For young and middle-class people , the dupe becomes an emotional crutch against exclusion from luxury. "At least I have something that resembles it."

For the wealthy , it's more of a game, a fun transgression. Having no budgetary constraints, they can afford the irony of being fooled.

This difference in approach reveals a cruel truth: the dupe maintains the system of luxury exclusion while giving the illusion of circumventing it.

Hidden risks

Amid the euphoria of "good deals," safety and quality issues are taking a back seat. Febea warns of the dangers of cosmetic "dupes," "cousins ​​of counterfeiting." Cosmetics without dermatological controls, jewelry made with allergenic metals, clothing with potentially toxic dyes: "true luxury" is expensive, too, because it meets stringent health standards.

The economic impact is also considerable: in France, 6.7 billion euros in direct sales and 38,000 jobs are lost each year due to counterfeiting.

Conclusion: The New Face of Consumerism

Dupes perfectly embody the contradictions of our time: we want to consume differently, more intelligently, but we end up consuming more. They reveal our collective difficulty in truly breaking free from consumerist logic, preferring to reform it rather than challenge it.

Between disposable copies and inaccessible luxury, however, there is a third way: that of accessible authenticity, of modern craftsmanship that prioritizes performance over appearances. Brands like Koddel prove that it is possible to create beautiful, durable objects without falling into the elitism of traditional luxury or the mediocrity of industrial dupes.

Because in the end, the real revolution may not be about imitating luxury at a lower cost, but about redefining what it means to own beautiful objects. To prioritize emotion over effect, authenticity over appearance, durability over instantaneity.

The future will tell us if we will be able to move beyond the era of deception and rediscover a taste for authenticity. In the meantime, every purchase remains a vote: what kind of world do we want to consume for?

Did you know that objects have a frequency, an energy of their own? In our next article, we will discuss: The energetic impact of surrounding yourself with "empty" vs. "full" objects.