Behind the label: the truth about luxury brands made in China

By Mofeoluwa Awe

There’s a certain thrill in owning luxury. The feel of buttery-soft leather bag, the crisp stitching of a tailored coat, the elegant click of heels that whisper wealth in every step. But for some, that thrill dissolves the moment they flip a label and read those three controversial words: Made in China.

For decades, China has been the manufacturing engine of the world, a powerhouse of mass production, flooded with factory lines and fast fashion. And for just as long, the label “Made in China” has carried a cultural stigma, it meant a cheap, rushed, disposable. In contrast, luxury was supposed to be European, artisanal, rare, crafted in secret ateliers tucked into the hills of Tuscany or the heart of Paris. But in the quiet corners of the global economy, something is shifting. Something that both challenges and reveals the truth about what luxury really is.

Many of today’s biggest luxury brands, the same ones splashed across glossy Vogue covers and red carpets, are quietly outsourcing parts of their production to China. From Burberry trench coats to Armani blazers, whispers of Chinese factories in their supply chains are growing louder. Prada, for instance, has acknowledged that portions of its production take place in China. Even Louis Vuitton, the golden child of European craftmanship, recently uses Chinese manufacturing for certain elements like hardware or finishing. But they rarely announce it, not because the quality is lacking, but because they know the perception game is still strong.

Yet, this isn’t the China of the 1990s. It’s not just the land of sweatshops and synthetic blends. Today, China houses some of the most technologically advanced textile factories in the world. Some cities, like Guangzhou and Hangzhou, are home to specialist ateliers that mirror the precision and skill found in Milan or Lyon. Workers aren’t simply churning out clothing, they’re crafting. They’re trained artisans in their own right., producing luxury-level garments under the radar.

Still, the stigma persists. For modern luxury consumer, there’s a delicate dance between exclusivity and transparency. The idea that an item could be made in the same country as a $10 knockoff stings. But the question isn’t where something is made anymore, it’s how. And in many cases, the same brands that uphold the sacred codes of luxury are entrusting Chinese facilities to meet those standards. Not just because it’s cheaper, but because it’s efficient, scalable, and surprisingly innovative.

And here’s the twist, China isn’t just manufacturing luxury, it’s creating it. A new wave of Chinese luxury brands is emerging, boldly rewriting the narrative. Thinking Shang Xia, backed by Hermès, or Icicle, blending minimalist design with sustainable fabrics. These brands aren’t pretending to be European. They’re proudly Chinese and unapologetically high-end. It’s not about imitation anymore. It’s about evolution.

The question remains. Can a product still be considered luxury if it’s made in China? For some, the answer is no, luxury must come wrapped in heritage, in centuries of Western elegance. But for a growing number of consumers, especially younger ones, luxury is about value, aesthetic, and innovation. And those things don’t come stamped with a country’s name. They’re earned.

In a globalized world, the myth of the “magic European hand” is slowly fading. What’s left is a new truth; luxury isn’t about where it’s made. It’s about why it’s made and for whom. The labels may say China, but the legacy is still being stitched, one piece at a time.