Why does everyone look the same? A deep dive into ‘dupe’ culture, social media and the trend cycle

Waiting at the tram stop on my way to uni I cannot help but notice that everyone looks the same. Some variation of the same baggy jeans, hoodie from a small Instagram business and those damn Adidas Sambas. Carbon copy versions of each other roaming the street like something out of the matrix. It really makes you wonder – is individuality dead? 

In this article we explore the impact of influencers, social media and strategic brand marketing on how we as humans present ourselves and perceive others. So, put on your Melbourne uniform (featuring a Crumpler bag of course) and let's dive in! 

“OMG that is such a good dupe!” 

The term ‘dupe’ is derived from the word duplicate and is used to describe a product that closely imitates it’s more expensive/exclusive/premier counterpart. Dupes are common in the fashion and beauty space with people buying knock off handbags and fragrances that bear a suspicious resemblance to that one sample you always loved but would never purchase yourself. 

Gen Z has played a pivotal role in normalising and even obsessing over dupes – trying to find that item they love at a better price. Unfortunately, many brands have taken advantage of this, prioritising imitation over innovation. Clothing companies are copying each other and stealing designs from independent labels... which in turn means we are all wearing versions of the same thing. While dupes have existed long before the technical name was coined, the atmosphere surrounding ‘dupe culture’ feels uncanny and without meaningful intention. People quite literally go hunting to copy exactly what they have seen online, devoid of any originality or creativity. Dupes have enabled a homogenous cultural movement where those who imitate others are celebrated and idolised, even if it means stealing or exploiting others through means such as fast fashion. 

“Link in bio!” 

According to the University of Maine, the average person spends 2 hours and 24 minutes on social media per day. A significant portion of this time is spent watching promotional content created by ‘influencers’ whose job is to sell you a product or image. In such a causal setting where users can scroll and search for hours on end, it is easy to get lost in a whirlwind of sponsored posts and stories. However, this content does leave an impact, influencing us subconsciously (it’s in the name!). Phrases used by influencers such as “run, don’t walk!” create a sense of urgency, telling users that they cannot live without the newest Owala drink bottle or limited edition Salomons. Influencers are often idolised by their followers, cultivating a sense of uniformity – prompting users to follow exactly what they wear and do. It is easy to feel left out or behind if you do not keep up with influencers and their shenanigans – take the Labubu craze for example. Social media is a competitive industry where you want to get the most likes and comments. Placing so much emphasis on the way you look, social media sends the message that to be liked, you must fit into the algorithm, aka, what appears on everyone’s feeds, and translates straight into real life. 

“Clean girl or skater boy?” 

Fuelled by the likes of social media, there is heaps of pressure to fit into a certain aesthetic, whether it be artsy, goth or sporty. Collective communities are formed based on appearances – and who doesn’t want to belong to a community? However, the irony lies in the fact that these groups do not celebrate individuality. For example, clean girls must look clean, usually sporting a slick back hairstyle. These collectives mould everyone to look and act the same. It is all too convenient that social media loves to promote these aesthetics while brands capitalise on the materials required to craft a cohesive look that checks all of the boxes.  

While I have been quite critical of ‘everyone’ dressing the same, I want to note that it is normal to follow trends and that things become cool for a reason – that is just how life works! It is fun to hop on the bandwagon now and then. However, it is interesting to interrogate the role that social media takes in influencing us, especially during the rise of dupes and influencers.