Cart Curator #25 - Djerf and the Dupes
What on earth is going on with Djerf Avenue, an extensive summer sandal edit and a playlist to put you to sleep.
Hi CC friends,
Lots to cover this week!
I (Nic) have been very into Lime bikes, as I think they are severely underrated as a mode of transport in Sydney. I’ve been dabbling in them over the past few weeks, and popped on one over the weekend, whizzing around Centennial Park, stopping in at Paddington’s The Intersection for a shop before a cheeky afternoon drink at the pub before riding home.
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We’re also sure at this point you’ve been watching the Beckham documentary on Netflix, and well if you haven’t, what are you doing? Worth watching for an insight into their wedding alone.
Glossier are now shipping to Australia (finally!), so you can finally get your hands on their range, including the perfume that I (Jess) have raved about in past issues.
And finally, we also wanted to slide in a mention of this gilet we have seen on Peppermayo which is super similar to the DISSH and Posse ones we mentioned in a previous newsletter (and more affordable).
Enjoy,
You Asked For It
We are well and truly into sandal season and this week’s YAFI brings asked to share our edit of elevated summer sandals. As you may be able to tell, we are creatures of habit and once we find something good you will see us return to it time and time again - which should give you some insight into the brands we’re featuring below.
First up is the AERE Leather Coral Ring Slides which feature minimalistic straps over the foot and a silver embellishment over the toe strap. These are perfect for pairing with summer linens and any maxi/midi dress combos. AERE is one of our favourites and is frequently on sale at The Iconic, including right now where you can snag these for 30% off.
Next up we have a couple of options from Alias Mae which surprise surprise we have spoken about before, including Jess’ mesh flats from a previous newsletter. The brand has just released their seasonal drop of sandal options and whilst we’ve all seen the chunky slides they have become known for, the styles we have pulled are a bit more minimalistic and will see you through multiple years. The first style we are lusting over is the Kealy which is definitely giving The Row vibes. Predictions for this style to be big this summer.
Oddly I (Jess) have my heart set on the Tan Suede (above) and not black for once.
Next, we have the Keri which doesn’t particularly lean into any one specific trend but feels like an amalgamation of what we have seen style-wise over the past few years. Our pick is the black croc for something more timeless.
Lastly, how could we not touch on the old faithful (and soon to be publicly listed) - the Birkenstock. Now ,we wouldn’t just show you the old black or white Arizonas that we have all owned and loved, these styles are slightly different and certainly more elevated. The first pick is the Cannes Leather Sling Back Sandal which we have linked in a beautiful butter shade and definitely isn’t what you would expect from the brand. Okay, we lied, secondly, we do have an Arizona but not like you have seen it before. This now with a bigger buckle and available in new shades including the cream/butter colour again and green which is super fun to add a pop of colour.
Have a YAFI? Leave a comment or reach out directly via email at cartcuratorsubstack@gmail.com.
Popshop
Our favourite pop culture or industry moment of the week.
What on earth is going on with Matilda Djerf and her eponymous brand Djerf Avenue? We had another Popshop planned for this week, but moved quickly to collate all the information we have at hand to bring you an overview of the controversy most likely clogging up your TikTok feeds.
This might initially sound like your typical social media scandal due to blow over in a few days, but Djerf Avenue is a big business, with both the e-tailer and Matilda herself multi-million dollar businesses. The Swedish-born brand notably hosted their first ever runway show in the US earlier this year, and in a New York Times article from 2022 forecasted sales revenues for that year to be $22 million USD, up from $8 million in 2021 - so we can only imagine what 2023 is looking like on the books.
Now, Matilda is under fire due to the way her team has dealt with the legions of TikTok creators who have been posting Djerf Avenue dupes they’d found, in particular for the brand’s iconic fruity robe and pyjamas.
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So, in response to this, Djerf Avenue have started to fight back, which you can initially understand why. The biggest issue here, and the reason they are copping so much criticism is the fact that they are mostly targeting small creators, allegedly copyright-striking their videos, which forces the app to taken them down and potentially shadow-banning or removing their accounts all together. TikTok were quick to share their thoughts on the way the brand is handling this, and they aren’t positive.
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In response to spicy social media videos calling them out, they shared the below statement across their TikTok and Instagram accounts:
“Unfortunately, there has been a recent surge in websites selling products with our design and owned prints/artworks. In light of this, and to safeguard our prints and the individual print designers — we have an external intellectual property (IP) firm monitoring copyright infringements.”
Matilda has since also deactivated her TikTok account.
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Now, we know that sharing and talking about dupes is part of the cultural zeitgeist. What started as bloggers sharing their drugstore dupe picks over on YouTube, now extends to fashion and a whole host of different categories. It goes without saying that if your product is deemed pricy, then you betcha, someone on the internet will find a dupe.
If you’re keen to hear more about dupes, we spoke about them broadly in a past issue here.
There have been a host of controversial takes on Matilda’s brand, from the quality of her pieces in comparison to the price points and the fabrications, to the originality of her designs - but this is the first time a controversy appears have made it out of Reddit threads and TikTok comments.
Now, we sit here playing Switzerland, just bringing you the facts themselves. Do we think that the culture of dupe-sharing is so far integrated into our social media behaviour as it stands that it would be near impossible to try and wipe this out? Yes. But do we also think that a brand has a right to try and fight copyrighting issues? Absolutely.
But you have to ask, does the onus fall on the creators that simply share the dupes to try and stop the spread of these conversations, or the to the brands who make the dupes themselves, as the law would recognise? Discuss! We want to hear your thoughts.
If you’re interested in reading more The Cut has a developing story here and we’ve placed a great video explainer from Centennial World below.
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Add to Cart
What’s sitting in carts, or what’s been checked out.
Jess
I don’t know about anyone else but I completely assumed Bardot had dropped off the face of the planet following the late 2010’s. However, through the power of paid social, I was served an ad for this stunning dress. Obviously, this is more something for an occasion (birthday? engagement party?), but it is really reasonably priced for a style like this. The 3D flower is very on trend and while it is quite OTT it still manages overall to look quite chic and minimal - especially with pared-back jewellery and an updo.
This tank from Araminta James is currently on the wish list and is a great dupe for the viral LOEWE tank top. Now I know this isn’t the first LOEWE tank dupe that we have seen (we’re looking at you Viktoria & Woods), however, I like that this isn’t an in-your-face brand logo and comes in a bunch of colours. Added bonus - the price point is even lower than the Vik & Woods option.
Nicole
If you’ve been following along, you know that I love a statement earring and this pair from Australian brand Emma Pills has caught my eye for summer. Emma Pill’s pieces are playful and bold, forming such an easy way to dress up an everyday outfit or add an extra dimension to a fancier event look.
If an ideal world (read disposable income) I’d pair with the Capri Charm Bracelet or the Stella Marina Necklace to complete the look. I think there’s nothing more chic than chunky gold jewellery pool or beach side.
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A pair of linen shorts are up there with the most versatile piece in my summer wardrobe. Styled up with a matching shirt and sneakers for the weekend, or simply worn over swimwear for when I’m heading down to the beach.
These H&M shorts are a true 100% Linen blend (remember to always check the fabrication, just because a product has linen in the name or has a linen look and/or feel to it does not mean it is pure linen), and come in a range of colours. Most of the colours also have a matching linen top in a linen/cotton blend (which works better for the structure of a shirt in this instance).
I think there is a misconception that good linen has to come at a high price point, and whilst there are brands that do have incredibly high quality linen pieces that fall into the pricier category, you can get just as good quality (if you take care of it) with affordable brands. Uniqlo also has an excellent version, and I particularly like this striped option for something different.
Beauty Counter
Prod of the week.
Jess
Aveeno Skin Relief Fragrance Free Body Wash
As a sensitive skin/Eczema prone girly I don’t know how it has taken me this long to get onto Aveeno products as a brand that is regularly recommended for anyone whose skin fits into either of those categories. I picked up the Skin Relief Fragrance Free Body Wash which is supposed to soothe dry, itchy skin as well as help to repair the skin’s moisture barrier. I have been dealing with bumps and irritation on my legs from shaving and I can say after literally two uses my skin has calmed down significantly and the itchy and dry feeling has vanished.
I definitely need to try more in the Aveeno range and it’s safe to say I will be purchasing a large amount during the next Chemist Warehouse sale.
Nicole
A un-sexy beauty recommendation this week in the form of Savlon. This was such a staple in my household growing up, and after getting some blisters in Mallorca wearing-in new leather shoes on a rocky walk to a beach (genius, right), I picked up a tube of this in London to speed up the healing process. My skin, both face and body, is generally quite sensitive and as I’ve been having morning sunrise dips everyday, it can get irritated really fast on my arms and legs from the salt water or “sea lice” - in inverted commas because I still don’t know if these are real or urban myth. Bring into equation the occasional blisters from running/Barry’s on the daily and this creamy salve has been a lifesaver. You can also use it for insect bites, which is timely with the impending Bed Bugs, or more likely, the mosquitoes here in Aus.
One to Try
Recent openings and discoveries.
One for our Melbourne readers, Hector’s Deli is a sandwich joint with three locations across the city - Richmond, Fitzroy and South Melbourne. They’ve quickly earned the status of the best sandwiches in Melbourne, but we’ve actually got our eye on their Maple Glazed Donuts. I (Nic) will be in Melbourne this weekend, so you bet this will be on the itinerary.
Respect for this girl who flew from Sydney just to try them.
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Lottery Win
A girl can dream.
FRWD RENEW Dior X John Galliano Newsprint Dress
This dress is a pop culture icon. Most notably worn by Carrie Bradshaw in Season 3 of Sex and the City (it did also pop-up in the second movie, but we aim to forget that), now a second-hand version has popped up on FWRD as part of their RENEW section. At over $55,000, this will only be added to cart if we win the jackpot sadly.
IYKYK
Super specific recs and niche hyper-fixations.
As a previously huge fan (Jess) of the Headspace Sleepcasts (Rainday Antiques and Cat Marina are personal faves) the cost of living crisis has had me cutting a lot of my subscriptions and Headspace is sadly one that didn’t make the cut. However, I have found an alternative in Spotify’s Rain Sounds playlist.
There is nothing like falling asleep to the sound of rain and I find these so soothing especially when I’m feeling quite anxious. Although these aren’t a meditation like the Sleepcasts they can put me to sleep like no other and they sound real enough to have me waking up in the morning thinking there is actually rain outside (yes I understand that’s the point just saying).
If you’re new to Cart Curator, take a read of some of our recent editions.
Cart Curator #24 - Have the Angels lost their wings?
I have much to say about dupes! I’ve always felt a little uneasy about them. On one hand I feel its an ethical no-no to essentially steal someone else’s idea and sell it for your own (whether it be skincare, clothing etc), but on the other I can understand why there’s a market for it, when some brands charge the prices they do it’s not surprising consumers reach for the cheaper option (hello cost of living). Having said this I feel the onus completely falls on the brands producing the dupes, not creators sharing them—they’re merely just recommending products to their following. Loved reading your breakdown on the recent dupe scandal!
Also, I was taken back to my early teens reading the names Peppermayo and Bardot. I had no idea they were still around, what a throwback!