By Konye Chelsea Nwabogor
It’s no secret that fashion loves a good dupe. Social media influencers tout them as budget-friendly alternatives, TikTokers show off their dupe hauls, and entire Pinterest boards are dedicated to tracking down “looks for less.” But while budget-conscious fashion lovers celebrate dupes and copies, the question remains: do they diminish the value of original designer brands? Or do they, ironically, add to the allure of luxury by keeping it just out of reach for the masses?
The recent frenzy around Walmart’s viral Wirkin Bag — an obvious nod to Hermès’ iconic Birkin — reignited this debate in the fashion community. For just under $100, shoppers could walk away with a bag that mimicked the silhouette of a Birkin, complete with a similar clasp and structure. It wasn’t pretending to be a Hermès bag (there was no counterfeit logo in sight), but the resemblance was unmistakable.


The Wirkin went viral for obvious reasons. The Birkin is a symbol of unattainable luxury, with waitlists spanning years and price tags soaring well into the six-figure range. Meanwhile, Walmart’s playful take was accessible to just about anyone. The moment TikTok users caught wind of it, the bag sold out within days, and its popularity prompted heated conversations online. Was it a fun and harmless nod to a luxury staple? Or did it disrespect the craftsmanship and exclusivity that Hermès is known for?
For decades, the fashion industry has grappled with this tension between exclusivity and imitation. Designers build their reputations on originality, artistry, and status. Yet, as quickly as a brand debuts a runway collection, knockoffs and dupes flood the market. Fast fashion brands are notorious for this — within weeks, they churn out pieces inspired by luxury collections, making high-end aesthetics available for a fraction of the price.
But what does this do to the value of the original? The argument against dupes is simple: they diminish the exclusivity and desirability of the authentic designer item. If everyone can carry a bag that looks like a Birkin, does owning a real one still hold the same weight?
Yet, some argue the opposite. “Dupes don’t ruin the original,” says Teni, a 27-year-old Nigerian fashion entrepreneur. They actually reinforce it. People still want the real thing because they know it’s more than just the look. It’s about the history, the craftsmanship, and the story behind it.”


Indeed, this sentiment reflects what luxury brands have always sold — not just products, but experiences and status symbols. Owning a Hermès Birkin isn’t about having a handbag; it’s about being part of an exclusive club that values heritage, rarity, and artisanal craftsmanship. A dupe might look similar from afar, but it lacks the intangible qualities that make the original so coveted.
But even as luxury brands rely on their legacy to maintain their exclusivity, they’re not immune to the influence of dupes. A viral moment, like the Wirkin Bag, can shift public perception. Suddenly, the conversation moves from “I’ll never own a Birkin” to “Maybe I don’t need to.” And in an age where consumers value individuality and self-expression over rigid brand loyalty, this mindset shift can be dangerous for luxury houses.
The rise of dupes also raises ethical questions. While some see them as playful nods to high fashion, others view them as a form of intellectual property theft. Designers invest time, resources, and creative energy into producing original designs. To see those ideas copied and sold at a fraction of the cost — often without any credit to the original creator — can be frustrating.
However, not all brands see dupes as a threat. Some designers view them as a compliment, proof that their designs have reached cultural significance. In fact, the presence of dupes can sometimes amplify the desirability of the original item. The more people want the dupe, the more they aspire to own the real thing.
Luxury marketing thrives on aspiration. The fact that so many people are clamouring for the Wirkin Bag doesn’t necessarily hurt Hermès. In fact, it reinforces the idea that the Birkin is the ultimate symbol of status. It’s the very inaccessibility of the real thing that makes it so desirable. The Wirkin may have gone viral, but it hasn’t taken anything away from Hermès’ power and prestige.
It’s also important to distinguish between dupes and counterfeits. Dupes don’t claim to be the real thing; they merely take inspiration from iconic designs. Counterfeits, however, are illegal copies that pretend to be genuine. The luxury industry has long fought against counterfeiting, investing millions in anti-counterfeit measures. But dupes occupy a legal grey area — they’re not illegal, but they still spark debate about originality and creative ownership.
In the end, the impact of dupes depends on how consumers perceive them. For some, owning a well-made dupe is enough. They’re not interested in paying a premium for a designer label when they can achieve the same aesthetic for less. But for others, the real value lies in the authenticity, the story, and the heritage of the original.


The Wirkin Bag phenomenon shows that the fashion landscape is shifting. People want the look, but they also want to feel part of the story. And while luxury brands may scoff at the idea of a $100 Walmart bag being compared to a $20,000 Hermès Birkin, they can’t ignore the cultural significance of these viral moments.
As fashion continues to evolve, so will the conversation around dupes and copies. But one thing is certain — the power of an original designer piece will always lie in intangible qualities that can’t be replicated: craftsmanship, heritage, and storytelling. And no $100 dupe can ever truly replicate that.