Luxury fashion brands are currently under significant scrutiny, and many industry insiders anticipated this shift. As social media marketing surges, these brands are working hard to compete with well-known houses like Gucci, Chloé, and Loewe. However, their ambitious goals have resulted in substantial penalties—€157 million from the EU, to be precise. The issue lies in these brands' insistence on maintaining exorbitant prices while attempting to dictate terms to retailers regarding discounts, pricing, and sales periods. This heavy-handed strategy stifles fair competition and undermines the creative efforts of others in the market. The EU's decision to impose substantial fines on leading brands highlights a growing concern for ethical practices within the industry, emphasizing the urgent need for a more compassionate approach to fashion. Galeries Lafayette Opens a Large 90,000-Square-Foot Store in Fort, Mumbai.

Luxury fashion is facing challenges in maintaining its perceived value amid evolving creative trends.

Kering, Gucci’s parent company, didn't shy away from admitting they had already set aside funds to cover the fine, hinting at the larger problem at play. Meanwhile, LVMH and Richemont, which oversee Loewe and Chloé, are keeping their lips sealed for now. The EU's message is clear: even the fashion elite can’t escape the rules of fair play—and these brands are certainly in the doghouse.

What’s even more alarming is how the luxury landscape is evolving. The new norm isn't just about creative directors anymore; it's about celebrity directors. Instead of hiring seasoned designers who understand the nuances of craftsmanship, brands are bringing on cultural icons. Think Pharrell Williams at Louis Vuitton or Jaden Smith at Christian Louboutin—these celebrities aren't just face of the brand; they're steering creative direction too. But it raises an interesting question: Are these brands really seeking visionaries, or are they after followers who come with hefty price tags?

The reality is, a famous name may grab headlines, but it doesn’t automatically translate to creativity or quality in the products. Many seasoned fashion experts are turning away from these flashy, overpriced items. Luxury was once synonymous with artisans—those dedicated individuals who spent years mastering their craft. Now, the focus seems to have shifted towards cultural influence. In contrast, India is rediscovering the value of artisans and rich craftsmanship, shining a light on what true luxury means. The Ordinary’s Latest Campaign About Beauty Standards Offers the Challenges We Face in the Pursuit of Beauty.

The Western world appears to have lost its way, opting to promote public figures who may not know the intricacies of fabric cutting or pattern making but possess the ability to move a generational legacy. As luxury continues to morph into a vehicle for social media hype, one has to wonder: Is this evolution worth our hard-earned money, or is it simply fleeting hype dressed up for the latest marketing trend?

(The above story first appeared on LatestLY on Oct 29, 2025 04:55 PM IST. For more news and updates on politics, world, sports, entertainment and lifestyle, log on to our website latestly.com).