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Fortune

Ryan Hogg

Gen Z buying Prada and Dior fakes to 'achieve a sense of social equality'

Dior Prada United Nations Inequality LVMH Marie Antoinette Luxury Louis Vuitton

A guest wears Louis Vuitton red leather bag, outside Louis Vuitton, during the Paris Fashion Week Menswear Spring/Summer 2025 on June 18, 2024 in Paris, France. (Credit: Edward Berthelot/Getty Images)

Everyone who opts to buy a counterfeit luxury item has their reasons. It might be too good to resist when a deal pops up, as might the thrill of tricking someone and briefly climbing a few tiers on the social ladder.

But researchers think there’s another reason behind a recent demand surge for fake luxury: a fight against rising income inequality.

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