For the influencers of Instagram, dishing out $400 on a designer scarf is a drop in the ocean. But for mere mortals living a life sans glitz and glamour, designer duds and premium price tags often aren't justifiable - where are we going to wear it, the supermarket?
That's where 'dupes' come in. For a fraction of the price, you can emulate the look of society's elite. It's possible to look expensive on a budget.
One such dupe taking social media by storm is a colourful scarf, spotted among the aisles of Kmart by one eagle-eyed shopper. The checked scarf, which costs just AU$12, is uncannily similar to Acne Studios' high-cost counterpart - a mohair, wool and alpaca blend priced at over NZ$400, available in a variety of colourwaves.
The Acne Studios' accessory has been popular among high-fashion fans for a few years, but now, the department store dupe is making waves among social media's legion of bargain-hunters.
TikTok user @sophia_harrison shared the scarf in a video last week, which has since amassed more than 220,000 views.
"Run, don't walk to Kmart," Harrison captioned the clip, followed by the hashtags "#acnescarf" and "acnescarfdupe".
According to Kmart Australia's website, the Fluffy Scarf is available in the likes of purple check, green check and camel - however, Harrison selected the pink check colourwave as the best duplicate of the Acne Studios' original. While it is similar in style with its fringe detail and colourful check, the Kmart dupe is made of 100 percent polyester.
In a comment, Harrison described the scarf as "cute and cosy" as well as "super soft".
However, it appears the sought-after scarf has already sold out in a number of stores, with disappointed viewers lamenting the loss in the comments.
"Already sold out," one stated, while another said: "They were sold out when I got there... drove two hours."
"I literally just bought this, don't tell everyone," another joked.
"I'm obsessed," a fourth added.
But not everyone was so enamoured with the accessory.
"This is the ugliest scarf I have ever seen," one said bluntly.
"Nah, I'll walk," another deadpanned, with a third adding: "Running in the opposite direction."
Unfortunately, the exact scarf is not available at New Zealand branches, but there are a few similar alternatives in stock.
The Brushed Scarf in Lilac Plaid and the Colour Block Check Scarf both offer similar check designs with fringe detailing, although in different colourwaves, for only $10 - and just $6 on sale.
Cotton On is also selling a similar product, the Phoebe Brushed Tassel Scarf, in New Zealand for $20 at full price.
Last week, a Kmart hair product was touted as a $4 dupe for Dyson's popular Airwrap - priced at NZ$849.