A wave of viral TikTok videos is shaking up traditional views on luxury and the “Made in China” label. These clips show Chinese workers assembling high-quality products that appear identical to top-tier luxury items—challenging the long-held assumption that luxury must come from Europe.
While some of these videos may spread misinformation, they reflect a clear shift in consumer mentality: less faith in logos and more desire for transparency, value, and accessibility. Gen Z is leading this charge, embracing what’s been dubbed “dupe culture”—a movement that prioritises authenticity and cost over brand prestige.
Luxury giants like Louis Vuitton have the legal firepower to protect their image, but smaller independent designers face greater risks as counterfeit and replica content spreads online. Still, in China, this trend is being reclaimed as a point of national pride—highlighting the craftsmanship of its manufacturing sector.
Many of these content creators, including the now-suspended TikTok account Senbags2, claim that as much as 80% of branded luxury handbags are made in China. One of their videos surpassed 10 million views before being removed, and the account was temporarily deactivated—only to return and keep fuelling the conversation.
The hashtag #chinamanufacturer has now amassed over 11,700 posts, with influencers going so far as to share the contact information of specific manufacturers—allowing users to buy directly from Chinese factories and skip traditional retail markups.
This transparency-first mindset is causing tremors across the luxury fashion world. Workers, influencers, and factory owners are “unmasking” the supposed overlap between famous labels like Gucci or Prada and lesser-known brands said to use the same production lines. In response, many Chinese factories have shifted to direct livestream sales, attracting international buyers in real time.
The trend coincides with rising tensions in the U.S.–China trade war, where tariffs now reach up to 145%. Consumers, frustrated by inflated prices for factory-made goods, are fuelling the momentum of this movement.
While the major fashion houses insist their goods are made in Europe- highlighting craftsmanship and cultural heritage- social media has proven that public opinion is swayed by behind-the-scenes access and price transparency.
Where luxury bags are officially made
Here is a breakdown of where some of the most renowned fashion houses declare their handbags are manufactured:
🇫🇷 France
- Hermès – France (mainly Paris and Pantin)
- Chanel – France (mostly Paris, some products in Italy)
- Louis Vuitton – France (Asnières and other ateliers), also Spain and Italy
- Dior – France (Paris-based ateliers, some production in Italy)
- Saint Laurent – France and Italy
- Givenchy – France and Italy
- Goyard – France (Paris and Carignan)
- Moynat – France (Paris-based atelier)
- Delvaux – Belgium (Brussels) and France
🇮🇹 Italy
- Gucci – Italy (mostly Tuscany and Florence)
- Prada – Italy (Tuscany and Milan)
- Bottega Veneta – Italy (Vicenza and Veneto region)
- Fendi – Italy (Rome and Florence)
- Céline – Italy (Tuscany)
- Chloé – Italy (Tuscany)
- Valentino – Italy (Rome and Veneto region)
- Bvlgari – Italy (Florence for leather goods)
- Tom Ford – Italy (via specialised third-party manufacturers)
- Proenza Schouler – Italy (Tuscany and Veneto)
- Miu Miu – Italy (part of the Prada group)
- Stella McCartney – Italy (Tuscany, with a focus on sustainability)
- Alexander McQueen – Italy (Florence and Tuscany)
- Loro Piana – Italy (Piedmont and Tuscany)
- The Row – Italy (Tuscany)
🇪🇸 Spain
- Loewe – Spain (Madrid and Barcelona)
- Balenciaga – Italy and Spain
🇬🇧 United Kingdom
- Burberry – Italy (for leather goods), and to a lesser extent the UK
- Anya Hindmarch – Italy and UK (London for special orders)
- Mulberry – UK (Somerset) and Italy
Despite their European roots, these brands are being challenged in the public eye. As digital-native generations demand openness, transparency is becoming as desirable as a designer label.
Also read: Trump’s stunning tariff pause focuses trade war on China
