A partnership between designer label Mugler and fast fashion brand H&M is being met with excitement by young consumers. With fashion and luxury content massively popular on social media, many Gen Zers are looking for affordable ways to gain access to the high-end aesthetics they see online.

Olaplex – TikTok’s most duped brand – has created its own faux version of its Olaplex no. 3 called Oladupé, poking fun at dupe culture on TikTok. Price-conscious consumers are turning to knock-offs, and oft-imitated brands are learning how to position themselves within this marketplace.