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 of European antitrust rules, even when they concern recognized brands.
• This action confirms that the fashion sector is not excluded from the EU’s stringent focus on transparency, fair competition, and corporate responsibility.
• It comes at a time when the EU itself is simultaneously pushing for stricter rules on sustainable fashion, ethics, supply chain transparency, and anti-greenwashing practices. See, for example, the new rules on calculating the environmental footprint of clothing and footwear.

Implications for sustainable and ethic fashion

For a site like Dress ECOde, which focuses on sustainable and ethical fashion, this case offers useful insights.

A. Fair competition = part of sustainability.

Truly sustainable fashion isn’t just about materials, production, waste, or working conditions, but also about fair business practices. When a brand limits retailers’ pricing freedom, it can lead to higher costs for consumers and influence intense competition that can spur more eco-friendly or ethical alternatives. Compliance with competition rules is therefore an integral part of overall responsibility.

B. Trasparenza e responsabilità Transparency and responsibility

This case reinforces the message that companies must be responsible on multiple fronts—not just environmental and social aspects, but also governance, distribution channels, and commercial policies. Consumers focused on sustainable fashion are increasingly sensitive to these aspects.

C. Opportunity for sustainable brands

Brands that adopt rigorous criteria for production, material selection, working conditions, and transparent distribution can gain a competitive advantage. In a scenario where big names are under pressure from authorities like the Commission, the opportunity for ethical/sustainable brands to differentiate themselves with credibility emerges.

D. What consumers should ask themselves

• Is the brand transparent about its sales and resale policies?

• Are there any conditions imposed on retailers that could limit discounts or independent decisions?
• Does the brand demonstrate responsibility beyond “just” sustainable materials, including pricing and distribution practices?

Curiosities about the three brands and the context

Here are some lesser-known facts that provide context for the three fashion houses involved:

• Gucci: Part of the French group Kering. Gucci has previously faced controversies related to diversity, representation, and inclusivity in its campaigns. The fact that the highest fine was imposed on Gucci highlights the extent to which even high-end luxury brands are held accountable for behind-the-scenes practices.Chloé: A French brand known for its feminine and cool-chic style. Chloé’s fine was “only” the second of the three, but it was significant. In official statements, Chloé has already stated that it has strengthened its compliance and internal competition training following the Commission’s notification.Loewe: A Spanish brand, part of the LVMH group. Often perceived as a luxury boutique, the fine highlights that even brands that are perhaps less mainstream than Gucci are not “safe.” Choosing to collaborate allowed the fine to be reduced.

The broader context – This decision comes as the EU tightens regulations on fashion and textiles, for example, the new Product Environmental Footprint Category Rules (PEFCR) for clothing and footwear, presented in June 2025.

An interesting connection – Although the case is primarily about competition and price, for the consumer focused on “sustainable fashion,” it’s a reminder: a brand’s reputation for sustainability/plastics/waste/supplier verification can coexist with less transparent business practices. It’s about considering sustainability holistically: it’s not just about “more ethical materials,” but includes business practices, transparency, and governance.

Conclusion

The European Commission’s fine against Gucci, Chloé, and Loewe marks a turning point: it demonstrates that even luxury brands cannot ignore the rules of competition, and that sustainability in fashion requires attention to every aspect—from fiber to distribution, from price to product durability.
For readers interested in ethical and sustainable fashion, this is a useful reminder: simply choosing “eco” isn’t enough to make a garment labeled “recycled” or “green”—it’s essential to verify the brand’s entire history. Dress ECOde’s informative role aims to guide informed consumers and brands toward truly sustainable, ethical, and transparent choices.