#Italian gen z

[untuffonelpassato]

[filthforfriends]

I know that we mustn't judge people by the meme pages they follow but couldn't help feel a little weird about damiano following a meme page making misogynistic and fatphobic jokes some of them even homophobic... I usually dont go through anyone's following list but i was trying to find the page of a Japanese artist that Damiano used to share posts onto his story from, a few years ago. I stumbled upon this meme page instead.

No, no. In this house we absolutely judge people by the meme pages they follow. Especially on their public, professionally curated, extremely popular insta.

Anon, I was fully ready to go spelunking for you. I scrolled to the very bottom to see what garbage he liked at age 16 which was totally unnecessary. Because he just recently followed ravidememe! Who posts some stuff like this:

But a whole lot of mainstream misogynistic, toxic, and woefully unoriginal shit like this:

And occasionally something truly abhorrent like a Napalm joke.

Apologies for the google translate. The page is Italian so I’m sure I’m missing a lot of problematic cultural references too. But this one I got:

“Milanese women” = women from Milan. Damiano’s ex of 6 years is from Milan and moved to Rome to be with him.

P.S. I will only respond to claims that this is solely the translations fault if you can give me a thorough explanation for each instance.

[max--phillips]

Concept: Joel, wearing a “I ❤️ my lesbian child” shirt. Ellie, wearing a “I ❤️ my trans dad” shirt

[homeboyyyy]

Italians Do It Better

[purelypacino]

doesn’t change that she’s supposed to represent the middle class WASPS that looked down upon Italians and is xenophobic because gen zers who watch this movie have no idea Italians were extremely discriminated against and it goes hand in hand with the godfather

You're probably aware that we are not living in a utopia. I'm not going to assume that Gen Zers haven't been on the receiving end of some type of discrimination. To say that they're all ignorant of that particular experience (the Italian-American one) is ignorant in itself. The expectation of such knowledge is also rooted in Americentrism, but let me not stray from my point.

I'm confident that there are still immigrants who know, and whose children know, what it's like to be newly arrived and called names and told to go back to where they came from or admonished for their broken English. Immigration didn't end with the closure of Ellis Island.

If they haven't encountered it firsthand, they've been made aware of it through their family history. It's part of mine on all sides: Polish, Italian, even Scottish. My Italian great-grandparents settled in a city that was almost like Little Italy, there were so many of them. Still, they encountered discrimination. We've got stories for days.

Some old ten-gallon-hatted cowboy with an accent like microwaved grits told my dad in 1972 that his Scottish accent would be a problem. He wouldn't hire him. His dearth of Canadian experience stood in his way more than once. He didn't even have to go to the trouble of Anglicizing his first and last name the way the other sides of my family did theirs. So, I know about it! My stories are not unique.

I get that certain events and experiences don't always get the exposure that they deserve and that the further away from them we get, the more important it is to keep their lessons alive. But again, just because you've run across a handful of people who don't know something that you know, it doesn't mean that everyone born after 1997 is clueless. Nobody is born knowing everything.

If any of us ever want to bridge the gap between generations, we can't approach the other with an attitude of superiority and ultimate authority. If they don't know, they can learn, but not if we treat them like close-minded doofuses.

[mchiti]

sommer looks so much like he could have played an high-schooler on the O.C. I don't think I can make peace with it I want onana back

[alexjcrowley]

Pacific Rim in 2023 + Italian posting should never meet ma Newton Geiszler avrebbe palesemente una maglietta con " 'sta rottura de cojoni dei fascisti"

[qu1cks1lversb1tch]

Day In | Vox x Fem Gen Z!Reader

A/N — f/c = favorite color. It's used like once, but I thought I should clarify for anyone who might get confused <3. Just a little nonsense drabble showing what a classic day off could look like.

Warnings: Valentino existing

Word Count: 440

Summary: Spending a day with the Vees in the tower — only so much could happen

"I hope when you microwave those leftovers later, the container is piping hot but the center of the food is colder than your dead heart." Your cool tone pierced the silence of the room, with your arms crossed over your chest, noting how Vox didn't even look in your direction, instead glancing to Valentino to see his reply.

After what happened in your first month, you weren't all that surprised that he was avoiding you as much as humanly possible.

"I can just mix it up and put it back in for a couple more minutes, I thought you were smarter than that." The moth demon replied.

"That's not the point I'm trying to make, asshole. And you know it."

You had been forced into spending 'quality' time with everyone on the very rare day off.

Avoiding talking to Velvette about the design concepts you drew up for her, and your obvious problems with Vox that stemmed from you being, as he put it: 'a disrespectful little shit'; your only other option was to immerse yourself in spending time with Valentino.

Not your greatest moment.

The bitch wouldn't let you touch the f/c jewels to bedazzle your phone case because he was insistent on using them for his new gun.

It was downright hoe behavior.

"You should calm down, Miel."

You cringed and reached for the glue and the jewels that happened to be your second favorite color. "Don't call me that."

"Why are you taking those ones?" Valentino questioned, glancing at the box of jewels that now laid before you.

"Because I fucking can, Mothman."

"Voxy ~ she's being mean."

The TV demon groaned and looked as if he wanted to slam his screened face into the table until he blacked out from damage to the motherboard.

Velvette snorted and took pictures 'for memories'.

"I wouldn't be mean if you weren't hogging the best color." You huffed, annoyed.

"That's a lie, you and I both know it, babes." Velvette piped up, the sketches before her long abandoned.

"Fine, I'd be less mean. . . What should we eat?" You questioned.

"The flat faced prince picks tonight." Velvette announced.

"Go fuck yourself." Vox said smoothly, although he glitched.

You groaned.

"Pick something good. Or else." You threatened lightly. The boys had a habit of picking stuff only they liked, which left you and Velvette to be the more considerate ones so that you didn't have to hear their bitching.

"Italian?" Vox questioned the table.

"Sounds good." Valentino hummed, placing the last jewel on his gun.

Sounded better than steak for the second night in a row. . . For the second time that week.

[sapphire-knight]

Oh yeah I forgot abt this one, I had heard abt It like a long time ago when stuff got leaked

Holding out Hope for my childhood IP for real, I have no idea what I might do if they ruin Techna again. I'll physically die.

god does anybody remember winx club i used to wathc that shit for hours i wonder if it still holds up. does anyone remember how they literally had a new fairy form for every fucking antagonist on the show and then by hte end of the run theyd b like omg it's raining! guess we need raincoatrix, time to spend half the episode on new magical girl sequences so we can sell dolls!

[trippingontheescalator]

Curious about the direction the HP fandom has gone

Okay, so as an old HP fan from way back when the books were first coming out, and then getting hit with the nostalgia and decided to return after years and years of not interacting with the fandom at all, the changes are truly mindboggling and I'd love to get to the bottom of some things.

Like, the disappearance of Blaise Zabini. Blaise was a fan favorite way back when we only knew his name but now I barely hear a whisper of his name. Now, the obvious answer is racism, which I think is the #1 reason why Blaise-pairings have dropped of significantly. Back then we all thought Blaise was a hot Italian girl, and then we found out he's a black man and suddenly people stop writing about him? Hm, yeah, seems the obvious answer (especially considering the popularity of other characters who are just a name on a page *cough*regulusblack*cough*).

Or the rise in Snape-hate. Like, Snape used to be the fan favorite. Everyone loved Snape. The meaner he was, the more we liked him. Being mean to children was a plus, not a negative lol. And this was back when we all thought he was a pureblood who came from a wealthy family like the Malfoys. Now by the time the 7th book came out I had pretty much moved on and so I didn't really see the fallout of readers discovering his actual background, so I don't know if his drop in popularity is classism and learning that he isn't a palette-swapped Lucius Malfoy or not, but honestly I would figure his impoverished background would be a plus in these times. Like Snape is obviously one of JKR's least favorite characters, and considering how she-who-must-not-be-named has destroyed her reputation with her increasing radicalization you'd figure the poor, abused, author-hating character would become more beloved instead of the rich, white, heteronormative bullies who barely even show up in the books. Like with our increasing knowledge of social injustice, I just don't understand why the fandom would want to latch onto the Marauders? And I just can't believe Snape's handful of snippets with Lily is the cause of his downfall (like what's there is barely enough to fill up a few pages, and there are certainly more toxic relationships in the series that are still beloved), or the fact that he was a Death Eater or that he inadvertently caused the deaths of the Potters (we already knew that in GoF and HPB respectively and he was still beloved, and this was when we assumed he didn't give a shit about the Potters or if they died when he went snitching). Draco is still popular. DRACO who doesn't give two shits about slinging around the word "mudblood," as opposed to Snape who actually changed for the better.

Am I just too old to understand? Is this like 90s fashion coming back in style (no, I won't do it again, I don't care if it's cringy I'm sticking with my millennial styles, I did the platforms and the slip dresses and the cargo pants in high school and I'm not putting myself through that again lol you gen z's can pry my comfortable mom jeans from my cold, dead fingers, I don't care if it makes me look old, that's the point, I AM old). Like, in addition to 90s fashion, has the 90s obsession with luxury athletic fashion like Lacoste come back in style? All those fashion ads of rich white people on yachts with popped collar polos? Are people starting to obsess over the Marauders because nouveau riche conspicuous consumption is coming back in style? It can't all just be young kids who have only read AtYD and have never actually opened one of the books, can it?

There also seems to be a trend of treating characters as if they're real people. I mean, we've always done it (Snape Wives, I'm looking at you), but now it almost feels as if the crimes characters commit are treated as if they're real crimes and that liking them is somehow a moral failing on the reader's fault. If you were to say "I don't like Snape, his douchy actions anger me, I'd rather skip all the parts he shows up in" I'd say, cool, I get that. That's normal. But "Snape is an abuser, a racist, and an incel and if you like him you're probably those things too" is fucking weird. Like, Harry and Hermione are not real children. Snape is not a real person. The things that happen in this book have as much influence on the real world as me imagining ninjas breaking into my workplace on a slow day. And that "media does not exist in a vacuum" pisses me off because it's blatantly misused. The pieces of media that have had serious consequences? Jaws, The Birth of a Nation. One resulted in the culling of sharks, the other helped restart the KKK. Do you know what those two pieces of media have in common? They're not about fucking wizards and magic schools. They instead paint a target on real groups. After twenty years nobody has ever tried to hurt a marginalized group of people because of a harry potter book (except for JKR herself).

Anyway, these are just some random thoughts, feel free to chime in with your own.

[untuffonelpassato]

Our…

[emo-batboy]

i'd like the chart thanks!

Also, there's another person who wants to rp Leo, can they?

Okay a few people are asking for the chart so here’s the current chart!! (I took out some characters that are still not as fleshed out. That includes Nathan, Ria, Nina, Ashley, Zoe, Ray, Maggie, and the hater and Metropolis characters, but they’re all filler characters rn)

A Wild Battinson Character Lore Continuity

- Felicity

- Oldest of the bunch, right between Millennial and Gen Z

- Works at an office, besties with everyone there. Corporate girlie (does use the term girlboss)

- Like if a Gothamite/Bruce Wayne fan was swiftie-coded?

- She has a pet pitbull, you know that kind of white girl

- Tatum

- Goth U, Comp Sci major

- Keeps everyone he knows online at arms length so we don’t know much, has a small close knit friend group irl but he’s also mutuals with everybody on twitter because he’s that kinda guy yk?

- But they’re slowly convincing him. He’s getting there

- Marzia

- Oh god poor Marzia

- Italian, born in Northern Italy, English is her second language but you wouldn’t be able to tell if it weren’t for her slight accent

- Biggest Bruce Wayne stan, will go feral, but only gets replies from him at the worst moments possible

- *snorts like cocaine* “Please don’t do cocaine” is my personal favorite

- Goth U, she gives art major vibes but tacked on a double major in psychology last minute so now she’s staying a fifth year

- Reads smut, writes smut, part of the poetry club, def on booktok, you know the type

- Alejandro

- Runs an ice cream stand in the park on the weekends when it’s warm enough

- Bi, Dating Leo (pfp is them holding hands because he’s a whipped son of a bitch)

- He’s like if that normal-looking kind of athletic guy who always wore sweatshirts and basketball shorts to class just suddenly mentioned he had a boyfriend one day.

- He’s straight-coded but more specifically “the straight guy that gay guys have crushes on against their better judgement”-coded

- Knew the whole time he was bi but never REALLY liked a guy until Leo 🥺. whenever he looks at Leo, he’s got those madly in love eyes

- Thinks Batman is hot and suffers constant torment from Leo (who has a crush on Bruce) because of it

- Ale just wants to be bench pressed is that too much to ask? But It’s his fault he’s a twunk dating a twink so—

- Goth U, Really interested in tech stuff but he’s actually a sports medicine major. He wants to be a physical therapist for athletes

- Cannot hold his liquor

- Smile Watch

- Who knows

- It’s a mystery

- Lela

- Goth Girl

- BFF’s with Nico (goth girl, e-boy solidarity)

- Also good friends with Natalie, they lined up all their gen Ed’s together

- Chill in a Morticia Addams kinda way. She is Morticia Addams actually

- Mom owns a convenience store, she helps out after classes a lot

- Studied for the MCAT, did pretty well, she wants to be a doctor (probably neurosurgeon but it depends on what internship she gets)

- Currently completing the undergrad to grad program at Goth University with a masters in public health

- Natalie

- Former intern, now ASSISTANT at Wayne Press

- Got the job because she impressed Bruce with her good reporting skills, now works mostly on organizing press releases and maintaining Bruce’s public image

- Great at her job because she knows social media and Bruce Wayne Stans the best (she is one obv)

- (Babysits Bruce when Alfred is busy, how did this happen, why is this her job now? She’s tired of his shit lol)

- Still technically working part-time because she hasn’t gotten her degree yet, but she’s set to work full time after she graduates Goth U in May

- Sometimes while sitting at her desk she just gets that perspective shift where she’s like “how did I get here” Bruce Wayne Stans’ dreams do come true

- Caleb 🤡

- Literally 18/19 but aging faster than humanly possible with the stress he’s under

- Used to work at Bat Burger, left because the babysitting gig required more time

- Lives with his aunt who’s already retired (used to live alone, she never had kids or a husband so she’s loaded) He’s staying cuz his parents are super busy and travel for work :) and guess what crime-filled alley their window overlooks? I’ll give you one guess

- Babysits Tim, used to be a less serious gig but his parents have been out of town a lot lately (just vacationing without their child 🙄) and thankfully Caleb lives right across from their swanky apartment so he’s practically a nanny now (read: older sibling/third parent)

- Took a ton of childcare courses for this job and now he’s kind of interested in working at a daycare maybe? If Tim doesn’t kill him in his sleep first

- Recently graduated Goth High, now takes online classes at Goth Community College while deciding what to do with his life

- Jarod

- Recently graduated Goth High, now taking a gap year before starting GothU in the fall. Him and Caleb were always in the same classes so they’re super close (they’re the youngest)

- Future Comp Sci/English major (he wants to be a video game writer)

- Has a younger sister, and technically the oldest child but spiritually he’s the middle child.

- His parents and Priyanka’s parents are close friends so he kind of grew up seeing Priyanka as an older sister. That’s why they’re Like That.

- Literally so fed up with Priyanka, it’s not even funny (yes it is) but the second you’re rude to Priyanka, he will deck you, watch yourself

- Katie (Sweater Thief)

- ER Nurse at Gotham General Hospital, mostly does night shifts

- Gives chronically online energy when she’s online, but everyone in real life wouldn’t suspect a thing because she’s so good at having her life together (the code switch will give you whiplash)

- Surprisingly older than most of the others despite being Like That.

- Literally graduated with a 4.2 GPA how tf?

- BFF’s with Leo then became BFF’s with Ale too after they started dating (she is slowly corrupting Ale and I think that’s beautiful)

- Creator of the Babygirl Bruce Wayne Agenda and PROUD

- Priyanka

- Works at coffee shop owned by her mom called Caffe Mood. She plans to run it one day. Currently a barista

- Goth U, business major (accounting)

- Bilingual, knows Hindi

- LESBIAN QUEEN

- Despite being gay, She is allowed to think Bruce Wayne is hot, that is her Right

- Mad fucking crush on Georgia, calls her Georgie. Intends to never tell a soul. Will fail miserably

- Dead fucking set on the idea that Batman’s a vampire

- But she thinks everyone’s a vampire so—

- Her parents and Jarod’s parents are close friends so she kind of grew up seeing Jarod as a younger brother. That’s why they’re Like That

- Jarod is constantly on her nerves, wtf Jarod (but be mean to him and she’ll kill you)

- Leo

- Works at bookstore called Gotham City Bookstore

- Gay, Dating Alejandro

- Twink (derogatory)

- Swears his gaydar is the most accurate there is (always wrong)

- Made being gay his entire personality because he had an identity crisis in middle school and proceeded to have a massive crush on some straight guy all of high school (that guy was Ale, Leo’s gaydar is so off)

- BFF’s with Katie despite being a few years younger. They were in a high school production of Sweeney Todd together and the rest was history

- Calls every single celebrity gay as a joke, Ale reigns him in if he’s getting too out of hand

- Used to have a mad celebrity crush on Bruce, still kinda (definitely) does

- Attends GothU, undecided for a while but ultimately settled on mathematics because it’s ironically his best subject

- One of those mf’s that needs to be held back at all costs, god help Ale

- Rose 🌹

- Works a tailoring job full time

- Good friends with Felicity, she’s like the black cat to Felicity’s golden retriever

- 70% super nice and chill, 30% wild card party girl

- Gets drinks with friends a lot, tweets when drunk but no one can tell the difference. It’s amazing

- Does not seem horny, is horny. But like normal about it? If that’s a thing

- Nico

- Kinda plays the straight man of the group if the straight man was emo

- BFF’s with Lela (e-boy, goth girl solidarity)

- KING of twitter roasts. He makes memes to end lives.

- Pansexual, single, and probably writing bad poetry in his diary about it but don’t tell anyone

- Goth U, actually dunno the major. Probs public health with Lela but doesn’t want to be a doctor. More like research parallel to social sciences

- Has a 8/9yo sister named Madelaine whom he would die for despite not expecting to be an older brother so late in the game (what were his parents thinking)

- Has tea parties with her and all that jazz. She steals his eyeliner and chain accessories all the time, also she’s friends with Dick and Barbie (yes, Barbara Gordon) so sometimes he watches over their play dates

- He’s a “tough emo boy” so he totally doesn’t laugh at Madelaine’s puns. He’s a bitch ass liar

- Kellyanne

- GothU, marine biology. Transferred from GCCC with an associates degree to save money but now she’s got a full ride cuz of the WE higher education fund

- More recent Bruce Stan

- Pretty poor upbringing, that’s how she met Bruce Wayne. He bought her whole family groceries one night after her card declined at the convenience store trying to buy dinner

- Now she’s in it for the long haul :)

- Lia

- GothU, fashion merchandising

- A GIRL’S GIRL

- Older sister also attends Goth U, but she’s in med school

- More recent Bruce Wayne stan, still not particularly in with the culture and jokes but getting there

- Friends with Georgia and Elizabeth irl. Elizabeth was in the same sorority before graduating first. Got to know Georgia after Lia found her dog with Bruce at the park outside GothU. They party together now

- Elizabeth

- Graduated GothU last May and worked an internship at LexCorp, immediately regretted it but snagged a job at WE (thank god)

- Now works as a research assistant at Wayne Tech in the R&D department for commercial products

- Didn’t really get the whole Bruce Wayne Stan thing until Bruce Wayne personally wished her a happy birthday?? The man is so sweet?

- Absolutely loves her job but still screams at rubber ducks over faulty code in her little cubicle, but that’s the industry she chose so it’s a give and take

- Met Natalie through Stan twitter and now they DM each other about working at Wayne Enterprises

- Doesn’t post much on twitter but follows the main Bruce Stan accounts, irl friends with Lia and Georgia

- Georgia

- Has a dog named Bean

- GothU, majoring in like three languages, polyglot (including Hindi 😏)

- Works at a retail home decor kinda store (home goods?)

- So lesbian-coded, but does not know it yet. Priyanka is her gay awakening. She is now a regular at Caffe Mood (She thinks she just likes the coffee (yeah right))

- Works at Goth U’s admissions department over the summer too

- Once got drunk and locked herself onto a roof by accident, ended up hanging out with Batman (he offered to break into her apartment for her but she said “nah”)

- Jane

- Works at Wayne Enterprises

- Runs bring your kid to work day (idk what her actual job is but she’s an Essential Worker, okay?)

- Very sweet, 10/10, looks on the bright side but never in a toxic positivity way

- Super social too, became work friends with Bruce because she’s nice but not draining to his social battery? They have lunch on occasion

- Watched the Graysons die with Bruce, call that trauma bonding

- Watched her toxic ex’s car burn to a crisp after a joker spree and took a selfie with it (she can have a little revenge, as a treat)

[starii-void]

i feel like sometimes we (me included) forget nico was like. raised in a rich italian family in the 1930s (??) and that will is a gen z(?)texan with a single traveling singer mother

idk i feel like theres more that couldve been done with this especially since nico dresses like he’s homeless 😭

like dont get me wrong both of them arw absolute menaces but in completely different ways methinks.

[simpfordemetri]

Demetri headcanons pleaseee

DEMETRI VOLTURI HEADCANONS

This greek men speaks variety of languages,such as greek,italian,english,spanish,french,latin,and the list could continue…

When it come to his personality,he is possesive,if he has a mate he sees them as his possesion,he has jealous issues due to this.

He loves reading and studying arts,he has degrees also in psychology.

He doesnt get along with Aro,he sees him as his leader but thats all,no father figure and sometimes Aro gets on his nerves.

He wasnt with Heidi,when i first read headcanons about him i wrote about it too,but i just dont see it,actually apart from the mates couples in the castle,i dont really think the Volturi have casual sex with each other tbh.Heidi and him just get along really well.

He is waiting for his mate,has been for centuries,he has much love to give to them but he will struggle a bit,he is not used to be lovey dovey.

He enjoy a good laugh session with Felix,actually his laugh is very loud and is the kind of person to “hit” you while laughing as if he were begging for air .

He cracks very bad jokes,like really shitty ones but surprisingly he makes everyone laugh even the twins.

He is a very respectful men,a gentleman,he is stuck in the old times.

A casanova but just by flirting,i dont really think he had so much “preys”,of course enjoys sex and had some partners here and there but not like people picture him.

Very romantic,the type of writing you love notes,giving you flowers every week and planning stupid cute dates.Its almost cringe to our generation.

About that,he doesnt understand out generation,its funny to imagine him with a gen z mate,he will try to keep up with them but we just mentally drain him.

Very skilled at fighting,it actually make me mad how quick the took him down in the Breaking Dawn part 2 vission,its impossible but anyways.

His favourite movie for some reason is Titanic and will totally make his mate watch it like a thousand times bro.

He enjoys some songs of modern pop but its like a deep secret.

Loves poetry but its so bad at writing it,he had try but didnt success.

Get frustated very quick,he likes thing his way,its a perfectionist and when something get a bit out of schedule he will get frustated and anxious.

Anxiety,he has anxiety,sometimes he swears his heart is pounding again and his chest is hurting from it.

Doesnt like the smell of human food but if his mate eats in front of him its the only time he wont say nothing.

Doesnt know how to drive and doesnt see the point in learning.Tbh i dont think any of them know.

[love-hold]

jannik in his red nike cardigan today and his black shirt and linen pants combo yesterday. i love a man with two aesthetics, gen-z basic bf and italian grandma

[mariacallous]

Earlier this month I complimented a friend on her new Bottega Jodie bag. She had recently got a promotion at work, and is now a senior manager at a respectable record label earning six figures. The bag was a celebratory gift, she told me, only it wasn’t Bottega—it was a dupe.

As someone who has a closet full of designer labels—and who could certainly afford to buy the real thing—her admission surprised me. My face must have given that away. “It’s real Italian leather,” she quickly followed up, “and their website says they manufacture in the same factories as some luxury brands. You couldn’t tell the difference, so why would I spend thousands more for basically the same thing?”

It’s a question many have been asking since dupe culture went supernova over the last few years. A shorthand for duplicate, dupes are cheaper alternatives that are basically the same as the real thing. Think of it as a cousin to counterfeit culture, but instead of being a cheap knock-off that infringes on a brand’s trademark, they’re uncannily similar imitations—promising the same qualities of the product at a fraction of the cost.

It’s not just my friend who loves them either. Roughly one-third of all US adults have intentionally bought a dupe, according to Morning Consult, with that figure rising to almost half for Gen Z shoppers and 44% for millennials. In the UK, research by Mintel shows 47% of consumers are now open to buying luxury lookalikes in 2024, compared to just 12% in 2016.

“The shame of buying these things has gone,” says Alice Sherwood, author of Authenticity: Reclaiming Reality in a Counterfeit Culture. “Luxury prices have skyrocketed while the trend cycle has rapidly accelerated. People no longer want to spend upwards of £4000 on the latest ‘It’ bag that might be out of vogue within a year.”

Add their proliferation on social media into that mix, and the dupe culture has been normalised in ways that “knock-offs” from Canal Street never were, she says.

Just one scroll on TikTok would affirm this. At the time of writing over 260,000 posts have been made under the #dupes hashtag, with the majority featuring creators sharing their best dupe finds across fashion, beauty, lifestyle and homeware. Most of the time they’re from fast fashion retailers like Shein, Amazon and Temu, but more recently, a new crop of companies have been dominating dupe culture by offering quite a different proposition.

Low-Price Luxury

Take my friend’s new favourite brand, Quince. According to their website their mission is “to create products of equal or greater quality than the leading luxury brands at a much lower price”. To do so they’ve sourced factories used by “well-known luxury brands” to manufacture their goods, but by cutting out the middlemen and hefty markup, they can sell them at far more affordable prices.

They’re not the only ones. Leather goods manufacturer Sitoy Group Holdings regularly uploads videos on social media showcasing how the quality of its $100 handbags is almost identical to those sold for upwards of $1000, all the while advertising that they use the same production lines used by Prada, Tumi and Michael Kors. Then there's Chicjoc, one of the largest Chinese fashion apparel brands on Taobao and Tmall, claiming it uses the same fabric manufacturers as those used by the likes of Chanel, Valentino and Louis Vuitton.

This shift towards high-quality dupes puts luxury brands in a difficult position. For decades, they’ve justified their high prices with the promise of superior craftsmanship and materials. They've even poked fun at these imitations. But when brands are offering near-identical goods allegedly manufactured in the same factory as luxury brands for much, much less, that justification starts to crumble.

Another brand that has gained significant traction online this year is Los Angeles-based premium basics brand, Italic, with many consumers on Reddit expressing their satisfaction with the quality of the products. “Most of our products take 5–10 sample runs and 6–18 months, sometimes even longer,” says Italic CEO Jeremy Cai. “Our sourcing process involves rigorous vetting and ongoing quality controls, including factory certifications, samples, and production quality.”

This meticulous approach stands in stark contrast to what many might expect. Italic contacts 20-30 potential suppliers, evaluates 5-7 factories, and ultimately works with just 1-2 of them for any given product category, visiting each factory on-site.

The key difference between Italic and the high-profile brands using the same factories, Cai explains, is in the pricing: “Most of our factories' clients sell for 2-4x more than our SRPs (Suggested Retail Prices), often much higher.” By cutting out the markup typically associated with luxury goods, Italic offers high-quality products at a more accessible price point.

Cai is quick to point out that Italic does not market itself as a “dupe” brand. However, that hasn’t stopped consumers from drawing comparisons to more expensive luxury labels. In contrast, competitor Quince leans into dupe culture, positioning itself more overtly as a challenger to high-end brands. On Quince's website, woven intrecciato handbags, which resemble Bottega Veneta's iconic designs, are showcased alongside price comparisons to their luxury counterparts.

Quince also frequently analyses luxury competitors’ best-selling items to identify opportunities for replication. “Data collection is crucial in our product development process,” says a Quince spokesperson. “Our team uses a variety of sources, including Google Trends, social media, and customer feedback, to understand the market and ensure we’re delivering what people want.”

Quince’s strategy is built on the belief that luxury can—and should—be more accessible. “Our founding team, with years of experience in luxury and DTC (direct-to-consumer) retail, knew that competitors add a 40–60% markup on similar products,” continues the spokesperson. “As costs in the luxury market become more transparent, consumers are less willing to accept these inflated prices.”

To that end, Quince works globally to source manufacturing partners that share their commitment to transparency, while innovating to keep costs down. Every product page on their site includes detailed information about materials, country of origin, and certifications for working conditions along the supply chain.

Luxury brands, on the other hand, have traditionally kept their manufacturing processes shrouded in secrecy. William Lasry, founder of Glass Factory, is working to change that.

Lasry travels the globe, visiting and spotlighting factories with superior craftsmanship and ethical practices across his social media platforms. While not all brands are doing their very best, he is sceptical about some companies' supposed connections to luxury factories, pointing out that these dupe brands frequently exploit this ambiguity for marketing purposes.

“There are many instances where a factory will produce a sample for a luxury brand,” Lasry explains. “Luxury brands often request samples from hundreds of factories, but in many cases, nothing materialises beyond the sample stage. The factory might then turn around and claim, ‘We’ve made samples for Gucci,’ even though no production deal was ever finalised.”

Petros Analytis, head of research at Glass Factory, agrees that it’s hard to draw the line. “Unless they let us come into the factories and see for ourselves, it’s hard to ascertain.”

Premium Tax

While transparency might be slowly improving, one thing the luxury market has always clung onto is its appeal. Conglomerates like LVMH and Kering built empires on the foundation of an alluring narrative—one that combines centuries of heritage with modern-day prestige. By blending Old World craftsmanship with the new-age glamour of celebrity culture, they made handbags, shoes, and clothing a gateway to an elite, exclusive world.

For a long time consumers were happy to pay big bucks to belong in this world. Perhaps unknowingly, they were buying not just a product but an experience. The true value of a designer label wasn't simply measured by the stitching or material, but by the feeling it evoked—the confidence boost, the social status, the feeling of exclusivity. “It’s a real skill to make a handbag into an object desired by millions of women, one that has so much meaning and can do so much for your self-confidence,” notes Sherwood.

Yet, behind the curtain of glamour, the reality of some products was very different. While consumers believed they were buying the pinnacle of luxury, what they were often getting was a product only marginally superior to midrange alternatives—and occasionally no better at all. The excessively high margins were less a reflection of quality and more a tax on the brands' appeal.

“They are the architects of their own problems,” continues Sherwood. “By making so much of their products not about the tangible product, but about the intangible aspects of the brands - those sexy ads, the celebs who carry your products, the stores, the glossy ads, the slogans, the heritage backstory, all that stuff that isn’t actually the product itself.”

In turn they’ve created an enormous gap between what consumers are actually paying for and the real value of the product. As these companies have increasingly pursued the ultra-wealthy, they’ve left a gap in the market that other brands, eager to capitalise, are starting to fill. “They know that the prices at the very top of luxury are too high to reflect the actual value,” Sherwood says. “But have turned these notable silhouettes and styles into desirable items that a dupe brand can free ride off of.”

Then, recently, the veneer began to crack even further. In March, Italian luxury brand Loro Piana became embroiled in scandal after an investigation revealed the material behind their $9,000 sweaters was sourced by low-paid workers in Peru. Just a few months later, in July, Italian prosecutors alleged sweatshop-like conditions in factories supplying certain products for high-end labels such as Dior and Armani. The revelations triggered outrage among consumers, many of whom had long trusted these brands to uphold the highest standards of craftsmanship and ethics.

Across online forums like the r/handbag subreddit, once-loyal customers voiced their disillusionment. For many, these scandals revealed that the luxury brands they idolised were not living up to their promises. Both Loro Piana and Dior have denied the allegations. However, The Business of Fashion revealed that Milan's public prosecutor said in a court document that they had found “an illegal practice so entrenched and proven [that it could] be considered part of a broader business policy exclusively aimed at increasing profit.” Neither company has been charged in relation to the probe.

Such reputational damage couldn’t have come at a worse time for luxury brands. Coupled with the rise of dupe culture, these scandals are forcing consumers to rethink their relationship with high-end goods. If craftsmanship is no longer exceptional, and ethical practices are called into question, what exactly are people paying for when they buy luxury?

Rebuilding the Dream

Recent sales figures underline just how far demand for luxury mega-brands has fallen from its post-pandemic highs. In July, some of the industry’s biggest players reported disappointing revenues for the second consecutive quarter. LVMH, the world’s leading luxury conglomerate, missed sales estimates, while Gucci’s parent company Kering, experienced a decline of 11%. Other major brands like Richemont and Burberry also reported disappointing figures, with first-quarter sales plummeting by a staggering 20%.

At the heart of luxury’s current struggles is the erosion of the very dream that once propelled the industry. The disconnect between the marketing mythology and the reality of production has left consumers feeling disillusioned, meaning the days of blindly paying a premium for a logo may be at risk.

The democratisation of information and consumer power through social media has played a huge part in this. Platforms like TikTok and Reddit are filled with conversations that challenge the industry's value proposition, which has made it so much harder for luxury brands to control their narrative.

To regain their position, Brittany Steiger, principal analyst of retail & eCommerce at Mintel says they will need to focus on what once made them so desirable—authenticity, superior craftsmanship, and a narrative of prestige that feels both aspirational and attainable. Some experts suggest that embracing more transparent practices and truly living up to their ethical and quality promises could also be the way forward. Brands that fail to do so, may find themselves increasingly irrelevant in a world where high-quality dupes continue to gain ground.

It’s clear that the old model of luxury has been disrupted, and it’s no longer just about price anymore. In the battle between heritage and value, consumers are asking more questions—and luxury brands must have better answers. And if they don’t, there’s a whole industry on the sidelines who do.