Milan, September 25, 2026: Gucci has begun selling new luxury sneaker models labelled “Made in China”, marking a departure from the Italian manufacturing tradition associated with the brand as it seeks to revive sales and attract more price-sensitive luxury shoppers.
The move comes as Gucci creative director Demna prepares to present his latest collection at a Milan runway show, with the performance of Kering’s flagship brand central to the parent group’s turnaround efforts.
Gucci’s sales have fallen by around half over the past three years, putting pressure on margins and prompting Kering to close dozens of stores.
One of Demna’s first products for Gucci is the futuristic Drip sneaker, which the company describes as part of its Primavera collection. Gucci’s website identifies the shoe as “Made in China”, while Reuters observed Drip models carrying the same label at a Gucci store in Paris.
The laceless sneaker, made from nylon, canvas or suede, retails for around €800 in Europe and $1,000 in the United States. It is positioned below the price of many other Gucci footwear offerings but remains firmly within the luxury segment.
Gucci said Italy would “always be at the heart of Gucci’s manufacturing model and identity”, while explaining that it had selected a Chinese manufacturer for the Drip because of its technological expertise and ability to meet the required performance and quality standards.
The company said there were no broader plans to move Gucci’s production outside Italy, adding that it had previously worked with Swiss and Japanese suppliers for products including watches and eyewear.
A second leather slip-on sneaker from the Primavera collection is also labelled “Made in China” on Gucci’s website. The company said that model was manufactured in China for similar technical reasons related to its design.O
Other Gucci shoes listed on the company’s website with a country-of-origin label are made in Italy.
China is a major global centre for sneaker manufacturing, with producers supplying mass-market and premium brands. However, analysts cited by Reuters said the use of Chinese manufacturing could create questions about Gucci’s luxury positioning, particularly because of the importance of Italian craftsmanship to the brand’s identity.
Berenberg analysts said the move created “a potential tension between provenance and the luxury positioning Gucci is seeking to reclaim”.
Luxury business consultant Simon Whitehouse said the “Made in China” label could prove challenging for the brand’s image.
The move comes as Gucci attempts to broaden its appeal beyond its wealthiest customers. Two Kering sources told Reuters that the brand has also started reducing prices on selected products, including in China, as part of efforts to regain market share.
Barclays analyst Carole Madjo said some investors had been surprised by the price reductions and were increasingly watching moves that could affect Gucci’s perception among consumers.
The combination of lower prices and China-made products could intensify debate over Gucci’s pricing and perceived value as the brand seeks to rebuild its position in the luxury market.
