September 07, 2026

The Fake Fashion Debate: Why We’re Not Buying It

The debate around fake designer fashion has been reignited recently - and one particular conversation caught our attention at Shush London.

During an appearance on Amanda Wakeley’s StyleDNA podcast, luxury travel entrepreneur Tanya Rose spoke about owning a fake orange Birkin bought in Turkey, explaining that concerns about carrying her genuine Birkin in London had influenced the decision.

It raises an interesting question. If you own an exceptionally valuable handbag, is carrying a replica while keeping the genuine article safely at home a sensible precaution?

At Shush London, our position is pretty clear: we understand the concern, but fakes aren't the answer.

The Rise of the “Superfake”

Counterfeit fashion is nothing new, but it has become considerably more sophisticated.

So-called “superfakes” can imitate everything from stitching and hardware to packaging, serial numbers and authenticity cards. Social media has also helped make buying and discussing convincing counterfeits feel increasingly normal.

But however impressive the imitation might look, there's one thing it can never replicate:

It isn't the real thing.

Part of the appeal of an Hermès Birkin, Chanel Classic Flap or Louis Vuitton handbag isn't simply the logo or shape. It's the craftsmanship, materials, heritage and extraordinary attention to detail behind it.

A counterfeit copies the appearance without any of that provenance.

There is also a much less glamorous side to the fake fashion industry. Counterfeiting is an illicit global trade, with authorities raising concerns around organised crime, illegal supply chains and exploitative working conditions.

Suddenly, that “bargain” doesn't look quite so appealing.

Why Buy Fake When You Can Buy Authenticated Pre-Loved?

This is where luxury resale has completely changed the conversation.

There was once a fairly simple choice: pay full retail price for a designer piece or accept that it might be beyond your budget.

Not anymore.

Pre-loved fashion gives shoppers access to genuine designer luxury at significantly more accessible prices.

At Shush London, we source authentic pieces from Chanel, Hermès, Louis Vuitton, Gucci, Dior, Saint Laurent, Prada, Fendi and many more of the world's leading fashion houses.

You might discover a current favourite, a discontinued handbag, a vintage treasure or a designer dress with an original retail price several times its current Shush price.

So rather than spending money trying to recreate the experience of owning something special, why not put it towards owning the genuine article?

Double Verified. Because Authenticity Matters.

As counterfeit products become increasingly sophisticated, authentication has never been more important.

That's why every designer item sold through Shush London goes through our double verification process.

Our experienced team carefully assesses each piece, examining the details that help establish its authenticity. Depending on the item and brand, that can include its construction, stitching, materials, hardware, logos, stamps, date codes and serial information.

The item is then independently verified using specialist third-party authentication expertise and technology where appropriate.

Two stages. Two checks. One very important promise: genuine luxury.

Because when you're investing in a Chanel, Hermès, Dior or Louis Vuitton piece, “we think it's real” simply isn't good enough.

Pre-Loved Doesn't Mean Second Best

Buying pre-loved isn't a compromise. In many cases, it's actually the more interesting way to shop luxury.

It gives you access to extraordinary pieces that might otherwise be unavailable or unaffordable – from vintage Chanel and discontinued Hermès to rare accessories and one-off designer finds.

Some pieces have a story. Others have barely been worn.

And unlike a counterfeit, an authentic designer piece has provenance. It has craftsmanship. It may retain value. It can be resold, passed on and loved again.

That's what makes genuine luxury different.

Fake or Pre-Loved? We Know Which We'd Choose.

We understand why the Tanya Rose conversation has generated debate. Concerns about carrying extremely valuable handbags are real.

But normalising counterfeit fashion isn't the solution.

If carrying a £20,000 handbag makes you uncomfortable, there's an enormous world of authentic pre-loved designer fashion available at far more approachable prices.

So our position at Shush London is simple:

Skip the fake. Find the real thing for less.

Every designer item at Shush London is carefully sourced and double verified for authenticity, so you can shop pre-loved luxury with confidence.

Visit us in St John's Wood or discover our latest authenticated designer arrivals online.

Because when the real thing is within reach, why fake it?