DupeShield

Esha Iyer

Summary
Final work

I’m a London-based marketing professional specializing in the intersection of creativity, data, and design. Having completed my MSc in Fashion Design Management at the London College of Fashion (UAL), I focus on how innovation, sustainability, and digital strategy can redefine the future of the fashion industry. The development of the app DupeShield is centered on a human and research-driven approach that combines design process insights from fashion, law, and digital innovation. The project’s methodology aimed to bridge the gap between the creative and legal worlds, making intellectual property protection accessible, engaging, and emotionally supportive for independent designers.

I’m a London-based marketing professional specializing in the intersection of creativity, d...

DupeShield is a pioneering digital platform designed to help independent fashion designers safeguard their creativity against the growing phenomenon of dupe culture, where affordable lookalikes imitate original designs without legal repercussions. Developed as both an educational and practical solution, DupeShield combines legal resources, AI-driven detection tools, and community support to give designers control over their intellectual property, visibility, and confidence.

Final work

DupeShield

DupeShield exists to fill a critical gap in the fashion industry: the lack of accessible legal guidance and protection for small or emerging designers. Many creatives face emotional and financial losses when their designs are copied and sold cheaply online. DupeShield’s mission is to democratize IP protection, transforming complex legal processes into intuitive, actionable steps through an engaging digital experience.

Key features include:

Tiered Legal Support System

DupeShield provides a scalable three-tier legal structure:

Tier 1 (DIY): Templates and guides for copyright, trademark, and design registration.
Tier 2 (Assisted): Lawyer-reviewed letters and consultation services.
Tier 3 (Premium): Direct partnerships with IP firms for complete legal representation and settlement guidance. This system ensures accessibility for designers at every financial level.

AI Dupe Scanner

A built-in AI tool scans online platforms to detect potential design duplicates. The scanner provides similarity scores and verifiable data, giving designers tangible proof to support takedown requests and legal claims.

Automated Takedown and Tracking

Users can generate DMCA takedown notices and cease-and-desist letters automatically using customizable templates. A tracking dashboard records case progress, stores evidence, and manages deadlines securely.

Blockchain Verification

Designs can be timestamped and recorded using blockchain technology, offering immutable proof of creation and ownership. Each upload functions as a verifiable digital certificate of authenticity, helping designers establish originality and consumer trust.

Learning and Community Hub

DupeShield includes an educational space with lessons on IP rights, marketing, and platform policies. A community forum connects designers globally, fostering collaboration, emotional support, and shared experiences in handling dupe-related issues.

Preventative Media Tools

The platform also offers guidance on watermarking and metadata embedding to prevent casual copying on social media. Designers can learn to post strategically and protect their digital visibility.