Has Gucci proved Made in China has a long way to go?

The reaction to Gucci’s new “Made in China” sneaker shows how far the industry’s view of Chinese manufacturing has moved, and how far it has not. In August, the Italian house released the shoe, which costs about $1,000 in the US and carries a label new to its footwear. “The Drip,” Demna’s first sneaker for the brand, is at the mid range of the house’s pricing as a luxury footwear offering. It is a sock-like, futuristic shoe that recalls the chunky silhouettes he made famous at Balenciaga. A slip-on sneaker from the same collection is also made in China. Gucci said Italy remains at the center of its production and that it picked the Chinese manufacturer because it had the technology and expertise the designs required, and that it has no wider plan to move production abroad. The commercial pressure is plain, though. Gucci’s sales have halved over the past three years and parent company Kering has closed dozens of stores. The brand needs to restore profitability. Demna’s task is to make products that excite “aspirational” shoppers, the middle-class buyers who make up most of the luxury market and watch prices closely, while keeping costs in check. Headlines that dropped around the news pointed to a distinct debate. Reuters quoted Simon Whitehouse, a Milan-based luxury business consultant, as saying “Made in China is not a good look.” Barclays analyst Carole Madjo told the news agency that “having Chinese-made products could fuel the debate around the brand’s price value equation.” Italian trade title La Conceria said the label marks a new moment for the house. What do people think about ‘Made in China’ in 2026? “The reputation has definitely improved,” said Lewis Corey, a London-based fashion PR director. “Being in-house has helped shape that opinion because I see and hear more from the production side.” Fiona Lau, Shenzhen-based creative director of clothing label Ffixxed Studios, said China is no longer seen mainly as a manufacturing hub. “It’s recognized as a place to discover emerging contemporary design. There are great fashion schools, plus unlimited access to manufacturers.” She said that combination has fueled a cohort of impressively capable fashion designers. Elisa Harca, co-founder and chief executive of Red Ant Asia in Hong Kong, thinks that the timing favors the label. “It’s very much the right time to promote ‘Made in China,’” she todl Jing Daily. “More and more people think of it as cool, creative as well as value for money.” She emphasized the role of “Chinamaxxing,” the online trend in which young people outside China adopt Chinese habits, food and traditional medicine, as one force behind the shift. Not everyone is convinced. Emma Pradella, a London-based fashion editor, said the Made in China label still lacks a sense of “luxury” due to the traceability that high-end buyers expect. “But I think this is definitely changing slowly,” she added. Paris-based consultant Yao Liu said that the answer people will give is dependent on geography. “The reputation is different depending on where you live,” she said. “But the reputation is getting better and better.” UK-based founder of ARTouch Consulting, Lang Xiao said, “I don’t think it’s a straightforward question of having a good or bad reputation. To me, what has changed is the range of associations it carries. Alongside manufacturing, people increasingly think of technology and AI, electric cars such as BYD, or playful collectible characters like Labubu.” Xiao added, “China is becoming more visible as a source of ideas, aesthetics, and cultural influence, as well as a place where things are made. That doesn’t mean that everyone’s perception has changed overnight.” The gap between perception and capability The split follows proximity. Those who work inside Chinese supply chains describe skilled factories, technical depth and a fast-growing design scene. Those watching from European or US cities, and from investors’ desks, still treat the designation as associated with cheaper products, likely due to fast-fashion giant Shein and low-price marketplaces Temu and AliExpress. The evidence favors the insiders. A generation of Chinese designers now shows internationally and are building incredible prestige. Susan Fang (方妍楠), Feng Chen Wang (王逢陈), Mark Gong and Shushu/Tong, the label of Lei Liushu (雷留树) and Jiang Yutong (蒋雨彤), have defined what new-era Chinese design looks like. Emerging names such as Didu, founded by Du Di (杜迪), Rui, founded by Zhou Rui (周睿), Untitlab and Chen Peng (陈鹏) are flying the flag for progressive, disruptive design of a new generation in fashion. Beyond fashion, Chinese carmakers have upended assumptions about electric vehicles, and Chinese companies now compete at the frontier of consumer technology and artificial intelligence. In each case, the products arrived before the reputation caught up. Luxury has been slower to adjust because its value rests partly on origin stories. Made in Italy sells heritage as much as craft. Gucci’s own explanation, that it went to China for specific technical know-how, quietly concedes the point that critics resist: for some products, China is where the expertise is.

Has Gucci proved Made in China has a long way to go?

How 2026 welcomed ‘Too Cool’ back

Upgrade to Pro

Sectors

Insights

Company

Has Gucci proved Made in China has a long way to go?

How 2026 welcomed ‘Too Cool’ back