Chanel Is on Sale. Fake Bags Are In.
The 10x rise in fake bag content and how Gen Z and Millennials really feel.
What I’m covering today:
The 10x rise in fake bag content and how Gen Z and Millennials really feel
The cultural shift behind dupes: tariffs, TikTok, and the rise of spending smart
Chanel’s rare 40% off sale and why it’s a bigger signal than it seems
How mid-tier brands like Coach and Tory Burch are winning as luxury gets redefined
Part I: Gen Z Shrugs, Millennials Spiral
Fake bags are all over my feed. $100 “Chanel” dupes. DHgate (aka Yellow App) Birkins. Creators showing off the stitching and saying no one can tell the difference.
What stood out wasn’t the content… it was the confidence. No shame. No disclaimers. Just “looks the same, costs less.”
Of course, I ran a report. In just three months, luxury bag dupe conversation exploded 10x. And it wasn’t just clicks—it was critique. Here’s what we found:
Gen Z is more likely to be supportive (35% vs 26% in Millennials) and less critical (24% vs 42%) of the dupe trend.
Louis Vuitton, Hermès, and Gucci were the most duped luxury bags—and most dragged.
Part 2: Tariffs, TikTok, and the Rise of “Spending Smart”
There’s an economic undertone that’s impossible to ignore. After the latest round of U.S. tariffs, prices jumped even higher and TikTok started noticing. What followed wasn’t just sticker shock. It was creators breaking down cost-to-make ratios, calling out brands for markup culture, and proudly showing off their $1000 Hermès dupes as the financially responsible choice from platforms like DHGate and TikTok Shop.
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There’s a cultural mood here that feels very post-pandemic, post-influencer, and extremely post-rich. Less “quiet luxury,” more quiet resistance. It’s not about being anti-fashion, it’s about knowing better. And choosing differently.
Part 3: Halley Kate criticizes poor quality Chanel shoes. Chanel announces a drop in annual profit.
Chanel just reported a drop in annual profit. At the same time, creators like Bethenny Frankel and Halley Kate have gone public with critiques of Chanel’s declining quality and inflated pricing. Right in the middle of all this, Chanel quietly launched a 40% off sale.
No bags (of course). But shoes, scarves, and sunglasses were suddenly discounted. For a brand that rarely discounts and traditionally emphasizes in person, relationship driven sales, this shift to a 40% off sale with remote checkout options marks a significant change.
Part 4: Mid-tier brands like Coach and Tory Burch are winning
Luxury isn’t dying. But it’s definitely being redefined. Today it seems as though luxury isn’t what a brand says about you but rather it’s what you say about the brand.
And that’s a fundamental power shift.
Brands that haven’t evolved are starting to feel like they’re playing defense. Meanwhile, mid-tier players like Coach and Tory Burch are quietly winning. They didn’t rebrand—they just stayed consistent on value, access, and design. Turns out that in 2025, honest pricing is aspirational.
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If you want to see the full report—we analyzed 1,700+ videos and 1,200 of the top-performing comments—here. Or just reply. I have plenty more thoughts on Birkin economics, DHgate drama, and why “post-luxury” might be the defining aesthetic of the year.