Social media has ignited a new wave of debate over the authenticity and origin of luxury goods, as users allege that many high-end fashion brands are manufacturing their products in China before relabeling them as “Made in Italy” or “Made in France.”
The criticism reemerged as global trade tensions intensify under President Trump’s new tariff regime, which targets fashion imports and exposes previously unpublicized aspects of brand production pipelines.
According to data previously verified by Reuters and The Business of Fashion, Prada admitted to producing up to 20% of its shoes in China, while Gucci has shifted certain accessory production for global markets.
Although Gucci publicly claims its handbags are entirely made in Italy, third-party audits and leaked supplier documentation have shown a portion of components being sourced or assembled in Chinese factories before final touches are applied in Europe.
Louis Vuitton has also expanded its manufacturing footprint in China since the 1990s, though official branding insists final assembly occurs in Europe for most flagship items.
Hermès, famous for its Birkin bags, remains one of the few high-luxury brands reportedly manufacturing primarily in France with tight artisan-level quality control. However, critics suggest that non-leather accessories and packaging may still rely on Chinese suppliers, creating murky provenance concerns that consumers may be unaware of.
Luxury resale platform analysts told Quartz that country-of-origin labels can be misleading, as EU law permits products “substantially transformed” in Europe to be labeled as locally made—even if 80% of the production occurred elsewhere.
The conversation intensified after viral social media posts accused Lululemon leggings—retailing for over $100—of being produced in Chinese factories and resold on alternative platforms for under $10. Per Bloomberg, Lululemon has acknowledged Chinese sourcing but defends its pricing through proprietary fabric technologies and brand reputation.
These revelations are now fueling renewed criticism of celebrity endorsement deals, particularly with figures such as Kim Kardashian and elite influencers who are said to promote inflated price points on rebranded goods.
Trump administration officials have pointed to such supply chain revelations as justification for their tariffs on luxury apparel and European imports.
According to Politico, the White House aims to pressure European conglomerates like LVMH and Kering to provide greater transparency on manufacturing and pricing practices as part of broader decoupling efforts.
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