- DHgate, a Chinese e-commerce platform, surged to No. 2 on Apple’s App Store amid viral TikTok videos challenging the luxury fashion supply chain. These videos claim many high-end brands produce items in China, even when labeled as “Made in Europe.”
- TikTok creators allege luxury items are assembled in China and finished in Europe to exploit legal loopholes, sparking debates on pricing, transparency and production ethics.
- Public reaction to these claims is divided, but the DHgate app’s popularity indicates growing consumer interest in bypassing traditional luxury brand markups.
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DHgate, a Chinese e-commerce platform that sells wholesale goods directly from manufacturers, recently surged to No. 2 on Apple’s App Store. It also reached the No. 1 spot in the shopping category, surpassing major players like Amazon and Temu.
This rise coincides with a viral wave of TikTok videos from China that question the luxury fashion supply chain. Self-identified factory workers claim that high-end products from brands like Louis Vuitton and Lululemon are largely produced in China — even when labeled as “Made in Europe.”
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Chinese creators take to TikTok
These videos have earned millions of views. They are fueling skepticism about luxury pricing, brand transparency and manufacturing ethics.
The trend gained traction after President Donald Trump raised tariffs on Chinese goods. Since then, Chinese suppliers have flooded TikTok with videos urging global consumers to skip the middleman and buy directly from Chinese factories.
Many of these creators claim that luxury items are assembled in China and then sent to Europe for minor finishing. This process, they argue, allows brands to legally label the items as European-made.
One creator, Luna Sourcing China, says a pair of Lululemon leggings that retails for $98 in the U.S. costs just $5 to $6 at the factory. She claims the materials and craftsmanship are “basically the same” between generic products made for private-label retailers and premium goods sold under major brand names.
Another user, Wang Sen, gained popularity by filming himself in a room full of what he claims are Birkin bags. He says he works as an original equipment manufacturer (OEM) for several well-known luxury labels.
TikTok’s role in global branding debates
Although China bans TikTok domestically, these videos have circulated globally through the app. As of April 16, Sen’s main account is no longer available. In another clip, he says, “Once again, our TikTok accounts are permanently disabled,” and blames it on “spilling too much tea” about production costs.
In one video, Sen claims that a Birkin bag selling for $38,000 costs around $1,400 to produce at a Chinese factory — without the logo.
This follows another trend involving AI-generated clips. These videos show overweight Americans eating junk food while working in sweatshops. Many viewers interpreted the content as a jab at Western consumerism and its reliance on Chinese manufacturing.
Luxury fashion brands respond
Straight Arrow News contacted Lululemon and Louis Vuitton for comment. As of publication, neither brand has responded.
Lululemon told The Independent that only about 3% of its finished goods are manufactured in mainland China. The company also publishes a full list of its global suppliers on its website.
Still, the company’s supplier list tells a more layered story. Roughly 18% of its listed suppliers — including those providing fabric and trims — are based in China. That suggests the brand may depend more on China for upstream production, even if final assembly occurs elsewhere.
The Independent also reported that at least one TikTok video falsely claimed to be affiliated with Lululemon.
Louis Vuitton addresses the issue directly on its website. It states: “The Louis Vuitton leather goods collections are exclusively produced in our workshops located in France, Spain, Italy and the United States.”
While that may reflect where final production happens, it does not clarify whether raw materials or components are sourced globally.
Gucci offers a similar assurance on its supply chain page, saying “95% of our manufacturers are based in Italy.”
Industry insiders weigh in
Some TikTok users have offered personal context about how the luxury fashion supply chain works. One creator, @jeanna.nichole, shared that her parents worked in import-export for over 30 years. She said they often acted as middlemen for U.S. companies — sourcing goods and finding factories in China to fulfill orders.
She emphasized that China’s low labor costs remain a major factor in why companies continue to manufacture there.
A shift in consumer behavior
Public reaction to these viral videos is mixed. Some viewers doubt the creators’ claims. Others are convinced — and they’re adjusting their shopping habits accordingly.
DHgate’s rise to the top of the App Store suggests that consumers are rethinking where their luxury goods come from and what those price tags truly represent.
