Paris/New York, April 2025: A surge of viral TikTok videos in mid-April claimed that leading French luxury houses secretly produce their leather goods in China — and that buyers could bypass retail prices by purchasing directly from Chinese platforms. While experts quickly dismissed the claims as false, the phenomenon highlights the risks of counterfeit trade and raises questions about brand value in a shifting global market.

What triggered the TikTok wave?

The timing was no coincidence. The videos — with provocative titles like “Luxury Brands Are All Made in China” — emerged just as the United States imposed 145% tariffs on Chinese imports. Content creators presented themselves as “manufacturers,” directing users to Chinese apps such as DHGate and Taobao, both of which spiked in US downloads.

The US remains the largest growth engine for luxury goods. In 2024, the country accounted for 25% of sales at LVMH, and 19% at Hermès, according to company filings. With China’s luxury market slowing, the US is regaining momentum: a BoF–McKinsey report predicts US luxury sales growth of up to 6% annually through 2027, outpacing global averages.

Are luxury bags made in China?

Despite the viral claims, production data tells a different story.

  • Hermès: According to its 2024 universal registration document, 60 of its 75 sites are in France. The remainder are in Italy, the UK, Switzerland, Australia, the US, and Portugal — but none in China. Its bags, labeled “Hermès Paris”, are hand-crafted exclusively in France.
  • Louis Vuitton: LVMH filings show most workshops in France, with some in Italy, Spain, Portugal, and a facility in Texas, USA. Again, there is no production in China.

The products displayed on TikTok are, in fact, counterfeits.

A $467 billion counterfeit industry

Counterfeits remain a major global issue. The OECD’s 2025 report estimates fake goods accounted for $467 billion in global trade in 2021, or 2.3% of total imports. Clothing, footwear, and leather goods made up 62% of seizures.

Legal risks are severe:

  • In France, buyers of fake goods can be fined up to twice the retail price of the genuine item and face up to three years in prison.
  • In the US, customs has tightened controls on small packages from China, even those under $800.

Why it matters for brands

Industry observers say the TikTok campaigns may paradoxically offer luxury houses an opportunity.

“These viral claims challenge brands to reassert the value of craftsmanship,” said Delphine Sarfati-Sobreira, director-general of Unifab, during a Senate hearing. “France is the EU’s second-largest country for counterfeit seizures — this is not only an economic issue but also a cultural one.”

By reinforcing messages around heritage, artisanal skills, and authenticity, luxury houses may turn a counterfeit scare into a chance to deepen consumer trust.