Gucci has introduced luxury sneakers labelled “Made in China”, marking a notable shift from its Italian manufacturing tradition.
The move comes as the luxury brand tries to attract more price-sensitive shoppers while protecting its premium image.
Gucci designer Demna faces the challenge of creating fresh products while keeping production costs under control.
His latest collection will be presented at a Milan runway show on Friday. Meanwhile, the new sneaker line has already sparked debate.
Gucci Turns to China for New Sneaker Designs
One of the new models is the futuristic Drip sneaker, which Gucci describes as Demna’s first sneaker for the brand.
Gucci’s website identifies several Drip versions as “Made in China”. The brand has also introduced another leather slip-on sneaker with the same country-of-origin label.
The Drip forms part of Gucci’s Primavera collection. It went on sale last month and combines a streamlined shape with a slip-on design.
The sneaker uses materials including nylon, canvas and suede, depending on the model. Some versions feature a mid-high-top shape and a rubber sole.
Gucci’s official website also confirms that its Drip sneakers are made in China.
Why Is Gucci Making Sneakers in China?
Gucci said Italy would “always be at the heart of Gucci’s manufacturing model and identity”.
However, the company said it chose a Chinese manufacturer for the new sneakers. It compared the decision with its previous work with Swiss and Japanese suppliers.
“The partner selected offered the technological know-how and capabilities most appropriate for achieving the performance and quality standards we were seeking,” it added.
The company also said there were no broader plans to move Gucci production outside Italy.
China remains a major centre for sneaker production. Its manufacturers work with both mass-market and premium brands.
However, some luxury industry observers have questioned what the change could mean for Gucci’s image.
Gucci’s New Drip Sneaker Targets a Different Look
The Drip sneaker differs from Gucci’s traditional white leather laced Ace sneakers.
Its laceless design gives it a more futuristic appearance. At the same time, its shape recalls Demna’s chunky sneaker designs from his Balenciaga period.
The new model sells for around €800 in Europe and $1,000 in the United States. Despite being cheaper than many Gucci shoes, it remains firmly positioned as a luxury product.
Another leather slip-on from the same Primavera collection also carries a “Made in China” label.
Gucci said that sneaker was also produced in China for technical reasons connected with its design.
‘Made in China’ Sparks Luxury Image Debate
The new production decision has attracted attention because Gucci has long been strongly associated with Italian manufacturing.
Berenberg analysts said the change could create “a potential tension between provenance and the luxury positioning Gucci is seeking to reclaim”.
Milan-based luxury business consultant Simon Whitehouse offered a more direct assessment.
“Made in China is not a good look,” he said.
The debate comes during a difficult period for Gucci and its parent company Kering.
Gucci’s sales have halved over the past three years. The decline has also squeezed margins and contributed to the closure of dozens of stores.
Gucci Also Faces Pressure Over Prices
Gucci has also started reducing prices on selected products, including some items sold in China.
The move forms part of efforts to regain market share, according to people familiar with the company’s plans.
However, the price reductions have surprised some investors. They are now watching further changes that could influence Gucci’s relationship with shoppers.
Barclays analyst Carole Madjo said some consumers could question the relationship between Gucci’s prices and its products.
“Some people are wondering: should we keep buying Gucci if the price is coming down?” she said.
“Having Chinese-made products could fuel the debate around the brand’s price value equation.”
For Gucci, the new sneakers therefore represent more than a change in production location. They also arrive as the brand seeks to balance innovation, pricing and its long-standing Italian identity.
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