Gucci offers a gaudy warning about the future of high fashion

Type the word “Gucci” into Instagram or TikTok and dozens of videos pop up of luxury experts explaining how to spot fake versions of the designer label’s handbags, shoes and clothing.

The Italian fashion house has become one of the most globally counterfeited brands, a problem that has worsened as higher prices fuel the demand for so-called dupes. It has made an indelible impact on the reputation of a brand long known for its high-quality products and distinctive styles.

One luxury fashion enthusiast said they no longer shopped at Gucci as “there are so many fakes around”.

Another said its products had become “too loud” (think yellow pumps and cartoon-emblazoned cardigans) and that she, too, could not see past its fake goods problem. “Any time