Luxury fashion giants Gucci, Chloe and Loewe hit with EU fines for alleged price curbs

The European Commission said its investigation revealed that Gucci, Chloe and Loewe restricted the ability of retailers they work with to set their own prices. Photo / Hollie Adams, Bloomberg via The Washington Post

Luxury fashion giants Gucci, Chloe and Loewe have been hit with European Union fines totalling more than €157 million ($319m) for imposing allegedly illegal price curbs.

The European Commission said today its investigation revealed the trio restricted the ability of retailers they work with to set their own prices. The Brussels-based EU executive said the conduct led to consumers paying more.

The €119.7m penalty for Kering SA’s Gucci’s was the highest of the three.

Cie Financiere Richemont SA.’s Chloe and LVMH Moet Hennessy Louis Vuitton SE’s Loewe were ordered to pay €19.7m and €18m respectively.

“This decision sends a strong signal to the fashion industry and beyond that we will not tolerate this kind of practice in Europe, and that fair competition and consumer protection apply to everyone, equally,” EU anti-trust chief Teresa Ribera said in a statement.

The fines come after EU regulators raided the headquarters of fashion firms in April 2023, hunting for evidence of illegal business practices in the industry.

“The commission’s investigation was resolved following a co-operation procedure, allowing for a swifter resolution of the case,” Kering said in a statement.

“The risk was fully provisioned in the first-half 2025 financial statements, and the exposure is entirely covered.”

Representatives from Chloe didn’t immediately respond to a request for comment. A spokesperson for Loewe said the firm “reiterates its strong commitment to operate in strict compliance with competition law”.

- With assistance from Angelina Rascouet.

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