Kmart $18 vest draws shoppers as lookalike of $149 With Jean top

Kmart's new $18 True Knit Ribbon Vest has generated a surge of shopper interest after social-media posts compared it to a $149 halter top from Australian label With Jean, illustrating growing consumer appetite for lower-cost alternatives to high-street and designer pieces.

Images and side-by-side comparisons, shared widely on Instagram by a fashion blogger known as Kmart Insider, highlighted similar details between the Kmart piece and With Jean's Gigi Top, including a delicate ribbon tie and a cropped halter cut. Several commenters on the posts said they preferred the Kmart version, and others described it as a "lookalike."

Retail analysts and consumer trends observers say the timing of the Kmart release — as Australia moves into spring and consumers shop for warm-weather pieces — has aided its appeal. The Daily Mail reported the comparisons on Sept. 15, 2025, noting that With Jean's Gigi Top has been worn by celebrities and influencers and has built a cult following.

Shoppers and industry observers point to continued cost-of-living pressures as a major driver behind increased interest in inexpensive fashion items. Households facing tighter budgets have been turning to discount chains such as Kmart, Target and Big W for seasonal wardrobe staples, allowing consumers to experiment with trends without the higher outlay associated with premium or boutique labels.

Retailers that offer low-priced versions of trending styles frequently report spikes in demand when social-media users identify products as affordable alternatives to popular, higher-priced items. In this instance, the Kmart vest is positioned as a lower-risk option for shoppers testing a trend that may be short-lived. Fashion consumers in comments reported pairing the cropped ribbon vest with denim shorts, slip skirts or layering it over shirts, indicating flexibility for both casual and evening wear.

Industry context suggests that demand for "dupe" items is part of a broader pattern in which consumers balance occasional splurges on durable wardrobe staples with lower-cost purchases for seasonal or rapidly changing trends. Retailers that can quickly adapt and price attractively stand to benefit from this behavior. Kmart's middle-aisle approach, which focuses on trend-driven but inexpensive items, has enabled shoppers to refresh wardrobes each season at a lower cost, according to social-media commentary and retail observers.

Design houses and premium independent labels continue to command a market for higher-quality, longer-lasting garments, and many consumers report they remain willing to invest in pieces they expect to wear for years. However, the proliferation of lookalike products highlights the competitive pressure facing mid-priced and premium brands when short-run fashion trends go viral.

As spring progresses into the southern-hemisphere summer, retailers will monitor how much of the social-media interest translates into sustained sales. For now, the Kmart vest stands as a current example of how fashion trends circulate from higher-end labels to mass-market shelves, accelerated by online platforms and consumer demand for lower-cost access to styles.