It’s 2025, and luxury isn’t what it used to be. Or maybe it is — just in new wrapping. A viral TikTok by @senbags2 shook the fashion snobs to the core: 80% of Hermès, Gucci, and Prada bags are made in China, even when the label insists they’re “Made in France” or “Made in Italy.” That “handcrafted by a Parisian artisan” pitch? Turns out it’s more like “mass-produced in Guangzhou.” Oops.

So what happens to the classic line: “That bag costs more than my car, bro”? Do we laugh? Cry? Or keep believing in marketing like it’s a holy book?

This wasn’t just a brand’s downfall. It was a collapse of an entire belief system built on scarcity, arrogance, mystery, and fairy tales. Hermès didn’t sell bags — it sold aura. Exclusivity. Legacy. Status. And that glow? It popped like a balloon in a backyard party when someone turned on the lights and shouted, “They’re just like everyone else!”

Social media lit up: Is it still luxury if it’s mass-produced across the globe? Are we paying for the story, the illusion, or the label? Because if no artisan is carefully hand-stitching petals in a secret atelier in Lyon… why the hell does it cost what it costs?

Some consumers say they don’t care — they’re buying the narrative. Others swear they’ll never again drop cash on “a bag you could also find at a flea market in León, Guanajuato.” Some feel betrayed. Some deny it. Others flex even harder. In towns like Los Mochis? Trust me: the gossip lands, but the ego weighs heavier than the receipt.

Of course, brands are reacting. Expect “transparent” campaigns, live streams of the one artisan working in a sea of machines, emotional videos with orchestral music and voiceovers whispering: “Every stitch tells a story.” Marketing reinvents itself. But the spell is broken.

And there it lingers — the question, caught between reels and red bank accounts:
Are we buying the product or the illusion?
The logo or the leather?
The status… or just the story?

At Latido Studio, we’re still listening. Because the luxury market no longer sells objects. It sells narratives.
And yes, some people keep buying.
And flaunting.
Like nothing ever happened.