A Global attack on french excellence

In recent months, a disturbing trend has emerged from China, targeting the very heart of French and Italian luxury.

Major Chinese influencers, supported by coordinated bot farms, are spreading false narratives accusing iconic brands like Hermès, Chanel, and Louis Vuitton of deception.

They claim these companies no longer manufacture in France or Italy, but outsource to cheaper countries while maintaining their « Made in France » labels.

This article sets the record straight, exposes the real agenda behind these accusations, and highlights the undeniable superiority of French and Italian craftsmanship.

The fake news machine: How china is attacking french luxury

1. Coordinated disinformation campaigns

The rise of Chinese social media platforms like Weibo, Douyin (TikTok China), and Xiaohongshu has given birth to a powerful propaganda tool.

Recently, several high-profile Chinese influencers released videos claiming that French luxury brands are « fooling » their customers by pretending to produce in Europe.

• Paid influencers: These individuals are financially incentivized to spread misinformation.
• Bot amplification: Fake accounts and bots multiply these posts, creating the illusion of widespread public outrage.

2. Economic motivation: Protecting domestic counterfeits

Why such an aggressive campaign?

The answer lies in the Chinese counterfeit industry, worth billions annually.

French brands are the biggest threat to this market.

By attacking their credibility, counterfeiters aim to boost their own sales of cheap imitations.

• China produces 63.2% of global counterfeit goods (OECD, 2022).
• The global counterfeit market is valued at $500 billion annually.
• Luxury counterfeits are among the most profitable sectors, with fake Hermès bags selling for hundreds.

3. Hidden agenda: Anti-french sentiment

Beyond economic motives, some elements within these campaigns exploit the situation to push anti-French narratives.

This trend of French bashing is not just commercial—it’s cultural.

• Certain influencers have made racist, anti-French remarks, portraying French excellence as arrogance.
• They leverage nationalistic pride to stir resentment, framing French success as deceitful or undeserved.

This is not just about luxury—it’s a broader attempt to undermine French identity and values on the global stage.

The reality: French Luxury is rooted in authenticity

1. Hermès: Proudly Made in France

• Hermès operates over 60 workshops in France, employing more than 5000 artisans (Hermès Annual Report, 2023 verified by worldwide journalists).
• Each product is traceable, with strict quality controls from leather sourcing to final stitching.
• Hermès bags, especially the Birkin and Kelly, often have waiting lists of years, due to their meticulous handcrafting.
• Leather sourcing: Hermès controls its own tanneries in France, ensuring top-grade materials.
• Heritage: Founded in 1837, the brand has remained committed to traditional saddle-making and craftsmanship techniques.

2. Louis Vuitton: Global Luxury, local craftsmanship

• Louis Vuitton: 24 workshops in France, invested €60 million in 2022 for new ateliers (LVMH Investor Relations).
• Artisan training: Operates the Institut des Métiers d’Excellence, a training program to pass on artisanal skills.
• Materials: Uses exclusive, often patented, materials such as Monogram Canvas and Epi leather, crafted and assembled locally.
• Production transparency: Products bear codes that trace the location and date of manufacture.

3. Chanel: Guardian of Haute couture

• Chanel: Acquired multiple artisan houses (Lesage, Lemarié, Causse, Goossens) to preserve French savoir-faire.
• Manufacture in France: Most products, including iconic handbags and haute couture, are crafted in Paris and other French sites.
• Lesage embroidery: Exclusive hand-embroidery for haute couture, only done in France.
• Commitment: Invested €600 million between 2020-2023 in maintaining and expanding French production facilities.

4. Dior: The soul of parisian elegance

• Dior: Manufactures haute couture entirely in Paris, in its Avenue Montaigne atelier.
• Perfumes: Produced in Grasse, the historic capital of perfumery.
• Dior Heritage: Maintains archives and a dedicated team for preserving original designs and techniques.
• Craftsmen: Dior employs over 1500 artisans in France dedicated to haute couture.

These brands not only maintain production in Europe but actively promote and protect traditional craftsmanship, investing heavily in preserving the unique cultural and technical legacy of French luxury.

The copycat culture: China’s struggle with authentic luxury

1. Mass production vs. artisanal quality

Chinese factories focus on mass production, lacking the centuries-old techniques mastered in France and Italy.

• Counterfeit bags: Poor materials, flawed designs, lack of durability.
• No heritage: Copies lack the soul, history, and prestige of authentic products.

2. Reputation crisis: Trust in authenticity

Consumers worldwide trust « Made in France » for a reason. French luxury stands for integrity, heritage, and excellence.

• Hermès is ranked as the 3rd most respected brand globally (Forbes, 2023).
• 80% of global consumers associate « Made in France » with quality and authenticity (Statista, 2024).
• Their value is not just in the product but in the story, the craft, and the commitment.

Turning the tables: Defend and promote european luxury

1. Consumers must stay informed

• Demand transparency: Brands like Hermès provide detailed origin info.
• Beware of fake news: Always check sources, especially on social media.

2. Support true craftsmanship

• Buy authentic: Support artisans who dedicate their lives to perfection.
• Share the truth: Educate others on the real value of European luxury.

A call to pride and vigilance

French luxury is not just about fashion. It’s a celebration of human skill, dedication, and history.

Let’s not allow a wave of lies and propaganda to tarnish what generations have built.

China may produce imitations, but France create legends.

Stand for truth, stand for craftsmanship, stand for European excellence.

FAQ: Setting the record straight

Q: Is Hermès really made in France?

A: Yes. Hermès products are crafted in over 60 workshops in France by more than 5000 skilled artisans.

Q: Do Louis Vuitton bags come from France?

A: Absolutely. Louis Vuitton operates 24 workshops in France, ensuring products are made locally with strict quality standards.

Q: Why do people claim French luxury brands lie about production?

A: These claims stem from disinformation campaigns, mainly from Chinese influencers and counterfeit interests trying to undermine authentic brands.

Q: How can I verify where a luxury item is made?

A: Authentic items come with traceable codes and documentation. Reputable brands provide transparency on production origins.

Q: What makes French luxury superior?

A: French luxury combines centuries-old craftsmanship, high-quality materials, and cultural heritage that counterfeit goods cannot replicate.