Inside the skort copycat crisis: How one designer is defending creativity

In a world where virality can transform a small brand into a household name overnight, independent creators find themselves facing an unexpected hazard: imitation at scale. The Pirouette Skort, designed by fitness entrepreneur Cassey Ho for her Popflex brand, was catapulted into the spotlight after appearing in a Taylor Swift music video. What followed was a dual-edged success story—massive demand on one hand, and an overwhelming surge of fashion dupes on the other. This article dives into Ho’s challenging journey to safeguard her original work while shedding light on the massive grey economy of style imitation, the limited recourse designers possess, and what this means for the future of independent fashion.

Viral success leads to a flood of knockoffs

When Taylor Swift sported the Pirouette Skort in a video teaser for “Fortnight,” the impact was immediate. The once-niche athleisure piece became a viral sensation, with over 50,000 units sold almost instantly. But for Cassey Ho, the celebration was short-lived. Within days, counterfeit versions appeared en masse across online marketplaces like Amazon, eBay, and TikTok Shop.

These knockoffs ranged in quality but often used Popflex’s own product photography, misleading customers into thinking they were purchasing from the original brand. In May 2025 alone, Popflex tracked 461 direct infringements, though the actual figure is likely much higher given the sheer volume and reach of online sellers.

The economics and ethics of dupe culture

Dupes are thriving, especially in the fast-fashion sector where speed trumps ethics. Ultra-cheap platforms such as Shein and Temu capitalize on viral trends by replicating them with breakneck efficiency, often skirting legal consequences by avoiding logo usage or trademarked branding.

This system has created a culture shift. Consumers are encouraged to seek “dupe hauls” and celebrate cost savings, unintentionally fueling a cycle that disadvantages original creators. For Ho and makers like her, this boils down to a question of survival: how do small design-forward brands compete with juggernauts that manufacture mimicry faster than a cease-and-desist can be filed?

IP law offers limited protection for fashion designers

Unlike logos or brand names, fashion elements such as silhouettes and stitching are less protected under current intellectual property laws. While Cassey Ho holds seven design patents linked to her skort and other apparel, enforcing those rights is both time-consuming and expensive.

Legal action is an uphill battle. Many infringers operate overseas or behind shell storefronts, leaving designers like Ho dependent on tech platforms to take down listings. Yet enforcement is inconsistent, and takedowns often result in new shops springing up under different aliases. Creators in this space must weigh the legal costs against inevitable duplication.

Turning community into a line of defense

Rather than relying solely on courts, Ho has leveraged something few copycats can replicate: brand loyalty. Through her sizable following on Instagram, YouTube, and TikTok, she educates her audience about the damaging effects of knockoffs. Each infringing product becomes an opportunity to raise awareness and rally fans to report listings or avoid dupes altogether.

This approach has turned Popflex customers into advocates. By making the creative process visible—sketches, fabric sourcing, prototyping—Ho fosters a connection that transcend price points. In an oversaturated market filled with impersonators, her best defense has become storytelling rooted in transparency and trust.

Final thoughts

Cassey Ho’s fight to protect the Pirouette Skort is reflective of broader challenges in the digital age of fashion. As platforms reward speed over substance, and consumers are trained to conflate affordability with value, the threat of dupe culture looms over every independent designer. But with strategic use of community, social media, and brand building, creators still have room to claim their work and protect its meaning. Supporting original design isn’t just a matter of style—it’s an investment in innovation, ethics, and authenticity in a world that urgently needs all three.

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Image by: Sean Driscoll
https://unsplash.com/@driscoll23