Gucci has introduced new luxury sneaker models marked “Made in China,” representing a departure from the brand’s longstanding Italian manufacturing tradition. The move comes as Gucci seeks to appeal to middle-class consumers who are more price-sensitive than the traditional high-end clientele.

The new sneaker models, including a futuristic design called Drip, are part of Gucci’s Primavera collection. These laceless slip-on shoes are produced in China due to specific technical requirements, according to Gucci. The Drip model, which comes in nylon, canvas, or suede, contrasts with Gucci’s classic leather laced Ace sneakers and reflects design elements similar to those seen in Demna’s previous work at Balenciaga. Another leather slip-on sneaker from the same collection also carries the “Made in China” label.

Gucci emphasized that Italy “will always be at the heart” of its manufacturing and brand identity, noting that working with Chinese manufacturers is comparable to past collaborations with Swiss and Japanese suppliers for watches and eyewear. A spokesperson said the selected Chinese partner was chosen for its technological expertise to meet Gucci’s performance and quality standards. There are no plans to relocate broader production outside Italy.

The introduction of Chinese-made footwear has drawn mixed reactions in the luxury sector. Some analysts warn the change risks undermining Gucci’s luxury image linked to Italian craftsmanship. Berenberg analysts noted the potential conflict between the brand’s heritage and its current positioning. Milan-based consultant Simon Whiteshouse described the “Made in China” label as problematic for a brand like Gucci.

Gucci’s parent company, Kering, has faced significant challenges in recent years, with Gucci’s sales having halved over three years, leading to margin pressures and the closure of numerous stores. Under chief executive Luca de Meo, who took over in 2025, Kering has pursued strategies to regain market share, including selective price reductions on some products, even in China. This decision has surprised some investors and prompted debate about the impact on Gucci’s perceived value and brand prestige. Barclays analyst Carole Madjo noted that lower prices and Chinese manufacturing might raise questions among consumers about whether Gucci remains the luxury choice.

Demna’s upcoming collection, set to debut at a Milan runway show on September 25, is seen as critical to Gucci’s efforts to balance innovation, cost control, and luxury appeal amid these challenges.