On October 14, 2025, the Commission fined three major luxury brands—Gucci, Chloé, and Loewe—a total of €157 million (approximately US$182 million) for restrictive practices regarding retail price revaluation. According to the Commission, the three brands imposed conditions on their independent retailers that limited their pricing autonomy (both online and in-store), defining maximum discounts, predetermined sales periods, or even prohibiting certain discounts. Gucci received the highest fine (approximately €119.7 million), Chloé about €19.7 million, and Loewe €18 million. The fines were reduced thanks to the brands’ cooperation with investigators. Why it matters For the first time in the luxury fashion sector, the Commission highlights that price-control practices can constitute a violation…