Luxury brands market themselves as paragons of tradition and craft, but recent posts by Chinese factory employees have told a different story. Across TikTok, videos reveal how many high-end items are created in China before labels claim European origin. Here is a breakdown of what’s really happening behind those glossy ads, one product at a time.
Knitwear – Dior
What most buyers do not know is that Dior’s cardigans begin production in facilities like Beyond Garments. The sweaters, typically priced around $1,500, undergo machine-knitting and assembly overseas before being finished in France. Dior hasn’t publicly addressed this directly, but internal sources say final touches qualify the pieces for a “Made in France” label.
Bags – Gucci
One viral clip claimed 80 percent of Gucci’s goods, including leather bags, belts, and small accessories, originate in Chinese factories. The company promotes its Italian heritage heavily, yet production evidence points to a broader global supply chain operating quietly behind the branding.
Handbags – Prada
Prada has publicly acknowledged its production ties outside of Italy. Workers there handle early-stage construction using the same Italian materials, which is part of why the finished bags remain consistent in quality. What surprises consumers is how minimal the Italian labor actually is. If they’re paying $2,000 for a handbag, they expect more than logistical finishing abroad.
Leather Goods – Coach and Michael Kors
TikTok workers recorded themselves finishing bags for Coach and Michael Kors, sometimes laughing while attaching “American Heritage” tags. The visuals confirmed that production takes place almost entirely in China, with labeling applied at the very end. Surprisingly, the exposure didn’t create backlash; it just confirmed what people had suspected for years.
Cosmetics – Dior
Most people assume Dior cosmetics are made in boutique Parisian labs. In reality, factories in China linked to the Taikoo Group handle large volumes of product manufacturing. These facilities also supply L’Oréal and Lancôme. Shenzhen plants manage the packaging by producing the signature lipstick tubes and boxed sets.
Leggings – Lululemon
Lululemon leggings became shorthand for premium activewear and carried a cult-like status among fitness fans and casual wearers alike. The brand’s tight grip on exclusivity helped justify the $100 price tag. Then footage surfaced showing workers producing identical pairs for under $6.
Watches – Swiss Luxury Brands
Luxury watches with “Swiss-Made” on the dial still carry an air of handcrafted exclusivity. But much of the work behind them happens elsewhere. Cases, dials, and movement parts are frequently produced in Chinese factories before final assembly in Switzerland. The 60% domestic cost rule allows brands to maintain the label legally.
Bags – Hermès
Hermès built its reputation on artisanal integrity. The idea that each bag comes to life in a French workshop is part of what drives the price. But TikTok leaks now suggest some bags arrive in France already mostly assembled.
Apparel – Balenciaga
Balenciaga thrives on oversized silhouettes and runway spectacle. Loyalists line up for its bold designs, but factory footage tells a different story. Production of basics—t-shirts, hoodies, sneakers—has been linked to large Chinese manufacturing hubs, where the process looks routine.
Apparel – Sandro and Maje
Those who buy into the appeal of accessible Parisian luxury commonly turn to Sandro and Maje. The styling feels upscale, and the price tags suggest refinement. However, insiders report that many of their garments—coats, dresses, tailored pieces—are produced in the same buildings as other higher-end brands. Designs stay separate, but much of the labor and materials overlap.
Footwear – Birkenstock
Marketing around orthopedic comfort and German tradition has fueled years of customer loyalty for Birkenstock. That loyalty wavered when videos appeared online and showed sandals with nearly identical details being made in China. Buckles, soles, and stitching matched what people see in stores.
Sweaters – Cashmere Brands
Designer labels tend to highlight Scottish or Italian origins when marketing their cashmere sweaters. The product descriptions reference hand-combed fibers, slow weaving, and small-batch care. However, most of the world’s cashmere supply is processed and manufactured in China and Mongolia.
Packaging – Luxury Beauty Brands
Shenzhen factories serve mass-market brands by producing wrapping for luxury perfumes and skincare. That includes rigid boxes, velvet trays, and foil covering. People showed finished packages headed for brands with drastically different pricing. While quality control stays tight, the overlap reveals that brand identity plays a bigger role than material difference.
Shoes – Nike
Considering that it’s tied to athletes, musicians, and massive global campaigns, modern sneaker culture thrives on hype and identity. Limited releases with inflated price tags often sell out within minutes, fueled by clever branding and celebrity association. Yet little is known about how these premium lines are made. Many products have been revealed to be manufactured in Chinese and Vietnamese factories using standardized processes.
Eye-Wear – Ray Ban
Pricing for Ray-Ban frames suggests heritage craftsmanship and Italian precision, but not all of them come from Europe. Owned by EssilorLuxottica, Ray-Ban manufactures around 30% of its frames in Chinese facilities, with the rest still made in Italy. The branding hasn’t changed, but the origin has.