Gucci Launches ‘Made in China’ Sneaker Line, Raising Questions About Brand Identity

Gucci introduces new 'Made in China' sneakers, sparking debate over luxury brand authenticity and market strategy.

September 25, 2026 One Min Read

POLICY WIRE — Milan, Italy — Gucci has launched a new line of sneakers labeled Made in China, marking a significant shift from the brand’s long-standing Italian craftsmanship and raising concerns about its luxury image.

The move comes as the fashion house seeks to attract a broader consumer base, including price-sensitive buyers, while maintaining its high-end appeal. The footwear, part of designer Demna’s Primavera collection, is priced at around €800 in Europe and $1,000 in the U.S., positioning it as a more accessible option compared to traditional Gucci styles.

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Gucci emphasized that Italy remains central to its production model, stating that the Chinese partnership was chosen for its technical expertise. However, industry experts warn that the decision could weaken the brand’s association with Italian quality, potentially alienating loyal customers who value heritage and exclusivity.

Reporting by Policy-Wire (PW)

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