Made in China, labelled in Italy: Viral video alleges Gucci, Louis Vuitton Bags are totally made in China

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TikTok videos are revealing that many luxury fashion items, despite being labeled as European-made, are actually produced in China. Chinese factory workers and owners are showcasing their manufacturing capabilities, challenging the traditional narrative of European craftsmanship. This transparency is prompting consumers to question the value and ethics behind luxury pricing, potentially disrupting the industry’s long-held secrecy.

As the US-China tariff tensions continue to escalate, a surprising new narrative is gaining traction not through official press conferences, but via viral TikTok and Instagram videos. Chinese factory workers and business owners have taken to the app to share behind-the-scenes glimpses into the world of luxury fashion manufacturing, claiming that many iconic high-end brands aren’t as European as they seem.

One widely circulated video posted by @senbags2 has garnered millions of views. In the clip, a man reveals that around 80% of luxury handbags are actually produced in China, even when the label says otherwise.

“For over three decades, we’ve been the OEM [original equipment manufacturer] behind some of the biggest names – Gucci, Prada, Louis Vuitton,” he says. “But while we were the ones crafting these bags with precision, the profits were pocketed elsewhere. What I’m genuinely proud of is our quality, our skilled labour force, and our fully integrated supply chain.”

He goes on to address the changing geopolitical climate: “With Western nations attempting to cut ties with Chinese manufacturing, some brands tried relocating production. But they quickly realised that factories outside China couldn’t match our standards. Costs were higher, efficiency was lower, and infrastructure just wasn’t there. That’s why most luxury brands continue to rely on us, even if they don’t say it out loud. So why not buy directly from us?”

This claim has sparked renewed debate about transparency in luxury fashion, especially as customers continue to pay premium prices for goods they believe are hand-crafted in heritage ateliers across France and Italy.

According to a 2023 Statista report, there are between 200 to 250 brands globally that fall under the “luxury” label. Of these, 70 to 100 are considered top-tier, enjoying elite status and commanding sky-high prices.

Traditionally, these brands promote their European roots, emphasising artisanal craftsmanship and heritage. Their official statements often list production hubs in Western Europe. Here’s a look at where some of the most renowned names in fashion say their bags are made:

Hermès – France (notably in Paris and Pantin)

Chanel – France (primarily Paris; some items in Italy)

Louis Vuitton – France (Asnières and other workshops; also Spain and Italy)

Gucci – Italy (mainly Tuscany and Florence)

Prada – Italy (Tuscany and Milan)

Dior – France (Paris ateliers, with some manufacturing in Italy)

Bottega Veneta – Italy (Vicenza and the Veneto region)

Fendi – Italy (Rome and Florence)

Céline – Italy (Tuscany)

Balenciaga – Italy and Spain

Saint Laurent – France and Italy

Givenchy – France and Italy

Chloé – Italy (Tuscany)

Valentino – Italy (Rome and Veneto)

Burberry – Italy (for leather goods), with some UK production

Loewe – Spain (Madrid and Barcelona)

Goyard – France (Paris and Carignan)

Miu Miu – Italy (under Prada’s umbrella)

Bvlgari – Italy (Florence, for leather)

Tom Ford – Italy (via high-end third-party manufacturers)

Proenza Schouler – Italy (Tuscany and Veneto)

Anya Hindmarch – Italy and UK (London for bespoke items)

Mulberry – UK (Somerset) and Italy

Salvatore Ferragamo – Italy (Florence and Tuscany)

Stella McCartney – Italy (Tuscany, with a sustainable focus)

Alexander McQueen – Italy (Florence and Tuscany)

Loro Piana – Italy (Piedmont and Tuscany)

Delvaux – Belgium (Brussels) and France

Moynat – France (Paris ateliers)

The Row – Italy (Tuscany)

While these brands maintain their European mystique, the online revelations suggest that at least some production may be outsourced to Chinese factories operating quietly behind the scenes. These manufacturers often work under non-disclosure agreements, preventing them from openly naming the brands they produce for.

This new transparency or at least the illusion of it on TikTok is shifting consumer awareness. As global shoppers become more savvy, many are starting to question what exactly they’re paying for: the craftsmanship, the label, or just the prestige?

The conversation also raises broader questions about the meaning of “Made in” labels and the ethics of luxury pricing. With Chinese OEMs now stepping forward to showcase their capabilities, the age of luxury secrecy might be giving way to a more open, if complicated truth.

TOI Lifestyle Desk

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