Social Media Created Dupe Culture. Can It Also Reverse the Damage?

NEW YORK — Mirror Palais designer Marcelo Gaia didn’t expect fast-fashion companies to take the name of his limited-edition pink silk Valentine’s Day set, “Baby I’m Yours,” quite so literally.

On TikTok Shop, a knockoff of the set — which was advertised using Mirror Palais’s own brand imagery — sold thousands of units for just $35 — a substantial leap from the 18 pairs of shorts and 35 tops that Mirror Palais sold for $395 and $595 respectively.

“I’m one of the…