Luxury Brand or Laughable Scams

When you think of “luxury clothing,” what comes to mind? Is it high-quality materials, timeless collections, or prestigious brands like Chanel, Dior, or Burberry? Or do you envision luxury designers capitalizing on low-income aesthetics by attaching extreme price tags—such as $1,850 for a pair of distressed sneakers?

While luxury brands once epitomized quality and status, the authenticity of their products has increasingly come into question. Recently, Italian prosecutors launched an investigation into the LVMH subsidiary, Dior, for its use of third-party suppliers. The investigation revealed that these companies were exploiting workers for mass-producing items like the Dior medium book tote, priced at $2,800 while costing just $57 to produce—over a 192% markup.

A Forbes article reported that “some workers were forced to sleep in the factory to ensure round-the-clock manpower,” and that “manufacturing equipment safety devices had been forcibly removed to allow workers to operate faster” (Italian Court Reveals Dior’s Unethical Supply Chain and Puts Other Luxury Brands on Notice, Forbes).

Luxury brands have managed to obscure their unethical practices through various legal loopholes, including provisions by the European Commission that allow products to carry a “made in” label as long as the “last substantial, economically justified processing” occurs in the desired country (Label & Trading, European Commission). Such practices have enabled LVMH subsidiaries to utilize Nigerian tanneries for most of their production under terrible working conditions and inadequate compensation, as well as the acceptance of blood diamonds. Additionally, the Multifiber Arrangement of the 1970s, which limited the import of clothing by American and European companies, expired in 2005 without renewal. This has allowed brands to outsource production to countries with poor wages, working conditions, and safety regulations.

So why do we continue to desire luxury brands despite being aware of the harsh realities behind them? The answer lies in the identity these brands advertise rather than the quality they offer. Luxury companies once focused on creating exquisite, handcrafted pieces designed to endure. However, in today's consumer culture, the most marketable products are often those that are trendy and visually striking. Luxury brands have successfully leveraged celebrity endorsements to create associations between wealth, success, and popularity with these brands. Thus driving consumers to jump into the mindset that by owning luxury products, they are of a more “elite” class.

So with all this being known, it's clear to see why the deterioration of luxury brands' quality is attributed to their lack of authenticity, but then what do we do? Well, coming from my personal experience, I'd highly recommend quitting the online shopping sprees, and idolization of “luxurious” brands, and taking the time to understand the worth of your clothes. Visit consignment stores, flea markets, thrifts, etc. Learn to make your clothes. Find styles or dupes from your favorite expensive stores that have a more clear and ethical production process. 

By McKenzie Hair

Design by Kendyl Wright