Are luxury brands as authentic as they claim to be, or have we all been buying into a carefully packaged illusion?
Once upon a time, “Made in Italy” meant exactly that. It conjured up images of cobbled streets, seasoned artisans hunched over leather and craftsmanship passed down through generations. Now, TikTok is telling a different story, and it has many fashion lovers — myself included — raising our eyebrows and clutching our Birkins (if you have one).
I’ve seen the videos. You’ve probably seen them too: supposed “luxury brands” manufacturing bags, clothes and accessories in China, inflating prices, and slapping on a “Made in Italy” tag to keep the illusion alive. But is it really just about tags, or is the entire luxury dream slipping through our fingers?
The TikTok exposé: Is there truth behind the viral clips?
TikTok has become the go-to platform for beauty tips, fashion trends, and more recently exposés. Viral videos claim that high-end labels are sourcing production to countries like China and Turkey while using legal loopholes to justify European-made labels. Apparently, simply attaching the final stitch or label in Italy is enough for a product to earn the prestigious “Made in Italy” tag.
But how much of it is true—and how much is just content created to shock and go viral?
This is where things get tricky. Manufacturing luxury goods involves strict contract and brand protection protocols. Many luxury brands work with verified suppliers and are subject to quality control standards, even when outsourcing some parts of production. So, while TikTok raises crucial questions, we can’t accept every viral video as fact without deeper investigation.
Luxury brands and the power of perception
It’s no secret that luxury brands have always sold more than just products. They sell status, branding, and luxury. Owning a luxury handbag is not just about functionality; it’s about making a statement. But the shine wears off pretty fast when that statement is based on a lie. And while I’m no stranger to the allure of high fashion, I’ve always been sceptical, especially with brands like Hermès. People say it’s the crème de la crème of luxury brands — but trust me, I’ve seen the fakes and can always spot the difference. No matter how good the fake looks, there’s a certain “it” factor the knock-offs can never quite capture.
That brings us to another question: In a world where image is everything and tariff information is providing a new view, what exactly are we paying for – craftsmanship, status or just the story?”
Are we paying for craftsmanship or marketing?
Hefty price tags mean something — premium materials, masterful technique, and the touch of handmade artistry. But now, many luxury brands prioritise profit margins—turning to mass production and outsourcing at the expense of quality. Let me be clear, I’m not suggesting we cancel every major fashion house. However, as consumers, particularly Nigerian women who are becoming more engaged with global fashion, we deserve transparency. If we’re paying a premium, we want to know it’s not just for an inflated label and a photoshoot-worthy box.
Although, there might be a sect of people who do not mind these just to have the status, the real luxury lovers know that it goes beyond that. These heritage pieces should stand the test of time, and become a generational item if preserved properly. We don’t want to pay for just marketing, the excellent craftsmanship should be evident even from the looks alone.
The business of luxury and global production
However, it’s a more nuanced conversation. Many luxury brands now operate globally, sourcing materials from one country, assembling in another, and finishing in a third. This isn’t necessarily unethical or deceptive, it’s the reality of modern fashion logistics. What matters is transparency. Are consumers aware of this process? And more importantly, are they being misled? Luxury used to mean something specific: handcrafted, rare, and rooted in heritage. Today, it’s also about marketing, influencer endorsements, and a carefully curated brand image.
As production models shift and branding becomes more performative, the line between authenticity and illusion thins. The accessibility of luxury has chipped away at its exclusivity. There’s space for wider participation, but also, more room for smoke and mirrors.
The real question: Have luxury brands sold us a lie?
It feels like the veil is lifting. We’re asking thoughtful questions, researching more, and refusing to take things at face value. The dream of luxury hasn’t died—it’s just being redefined.
What people want now is clarity. If I’m paying premium prices, I deserve to know exactly what I’m buying—how it was made, where it was made, and why it costs what it does. That’s not cynicism. That’s smart consumerism.
As a fashion enthusiast, I’m not here to cancel luxury. I’m here to call for evolution. And if brands want to stay relevant, they’ll need to do more than sell a dream—they’ll need to sell the truth, too.
