Why People Are Buying Labeled Fakes—And Why They're Not Hiding It

May 1, 2025 | Seattle, WA

This blog is Part 2 of Niftmint’s “Rebuilding Trust in the Luxury Market” series, an exploration into how shifting consumer behavior, counterfeit culture, and transparency tech are reshaping the future of luxury. From superfakes to social media dupes, we unpack what it means to prove authenticity in a world where brand trust is on the line.

A few years ago, if you admitted your designer bag was fake, it would have killed the vibe.

Today? It’s a power move.

People are openly sharing where they got their “superfake” bags. They’re swapping Telegram channels and Reddit threads. They're flexing their $80 “YSL” like it's no big deal. And here’s the kicker: they know it’s fake, and they don’t care.

This isn’t the underground counterfeit market of the early 2000s. This is the rise of the self-aware dupe consumer, and they're blowing up the old rules of luxury.

The Psychology Behind Labeled Fakes

Let’s be clear: these aren’t people getting duped. They’re making a conscious decision to buy a knockoff that looks and feels real, with the label.

Why?

Because the label still matters. Just not in the same way.

For many consumers, especially younger ones, the label isn’t about provenance or prestige. It’s about aesthetic validation and cultural participation. Owning the item—real or not—lets them participate in a larger conversation around style, aspiration, and identity.

They’re not pretending. They’re hacking the system.

Anecdote from the Field

I recently told someone I liked her YSL bag. She smiled and said, “Thanks, it’s a dupe. I only buy dupes.”

She wasn’t embarrassed. She was proud. And she was right—her dupe looked legit. It had the same shape, stitching, and hardware weight. You wouldn’t have known unless she told you.

This interaction isn’t rare anymore. I’ve heard it at conferences, on Zoom calls, even in the airport lounge.

It’s not just a fashion statement—it’s a social signal of savvy. It says: I know what this is worth. I know how the game is played. And I’m choosing not to overpay for the illusion.

Social Media Normalized It

The rise of TikTok and YouTube haul culture has accelerated this shift. Creators openly review dupes, rate their accuracy, and link to where to buy them. There are full-time influencers whose content is exclusively about comparing real vs. fake.

Platforms reward this behavior with views, likes, and shares. And because everything is filmed in high-res and up close, audiences can judge for themselves: Is this fake really any worse?

And increasingly, the answer is: No.

Some superfakes are so good that even brand store employees can’t always tell the difference.

When Status Becomes Strategy

Here’s the twist: a dupe with the label is still riding the coattails of brand value.

The consumer wants to signal luxury, but on their terms. It’s a form of cultural appropriation—just not in the traditional sense. It’s “borrowing” from the brand to make a statement about self-awareness, rebellion, and taste.

This behavior rewrites the value proposition of luxury brands. It forces them to ask: If people want my logo, but don’t want to buy from me, where’s the disconnect?

The New “In-the-Know” Flex

There’s now a strange new authenticity in admitting your bag is fake. It’s an honest subversion of the old luxury script.

It says:

✔ I understand the brand

✔ I know the price markup

✔ I’ve seen the factory footage

✔ I made a rational choice to buy the dupe

✔ And I’m not trying to fool anyone

It’s transparency as counterculture. And it’s reshaping how consumers view “value” in luxury.

The Risk to Brands

Here’s the problem: the more dupes flood the market, the more the real thing loses its narrative power.

Brands that rely solely on scarcity and storytelling, without providing proof, risk having their premium washed out by perception. When the fake is good enough and social proof says it’s acceptable, the brand becomes just a reference point, not the destination.

Even worse? Some consumers are saying the dupe experience is better. No guilt, no pretension, and no anxiety about damaging an expensive item.

What’s the Fix? Proof and Participation

To win back trust and exclusivity, brands can’t just shout louder. They need to prove their value and invite customers into the proof.

That’s where product authentication and digital identity come in. A physical item can now be paired with a digital twin, a verifiable, secure identity that confirms origin, materials, ownership, and lifecycle.

Brands that embrace this don’t just defend against dupes, they elevate their story.

Niftmint: Turning Proof Into Premium

At Niftmint, we help brands move from narrative-based luxury to proof-based luxury.

Using digital twins, we provide a secure, branded layer of transparency. Customers can verify that their product is real, trace where and how it was made, and build a relationship with the brand based on trust, not just price or perception.

This doesn’t just fight counterfeits. It reclaims the meaning of luxury for the next generation of consumers who demand proof, not promises.

Because in today’s market, authenticity isn’t assumed, it’s earned.

Next up: Part 3 – What This Means for Brand Trust, Scarcity, and the Future of Luxury Loyalty