A Chinese company has been fined 600,000 yuan (approximately ₹72 lakh) after it was found guilty of organizing fraudulent children’s fashion shows that used fake luxury branding, scamming parents out of 367,000 yuan (around ₹44 lakh). The scheme was exposed following an investigation prompted by a complaint from Gucci’s Shanghai office, according to reports from the South China Morning Post and Xinmin Evening News.
The Shanghai-based firm, operating under the guise of “Paris Kids Fashion Week” since 2020, misled participants by falsely claiming affiliation with the globally recognized Paris Fashion Week. To bolster this illusion, the company’s website showcased images of famous Paris landmarks such as The Louvre, giving the event an appearance of legitimacy and international prestige.
Fashion shows were held in several major Chinese cities, along with select editions in Paris and Toronto. In a Shanghai event, the company ran four runway shows under the names of high-end brands including Dior, Gucci, Burberry, and Fendi. Parents were charged 6,000 yuan (approximately ₹72,500) for their child’s participation in a single show. Some shows even included segments where parents were invited to join their children on the runway, further enhancing the illusion of exclusivity and glamour.
The scam unraveled in 2023 when Gucci’s Shanghai branch filed an official complaint. An investigation by the Shanghai Market Regulatory Bureau revealed that the company had been using Gucci’s logo and trademarks without authorization. It even created counterfeit variations of the brand, such as “Gucc101” and “Gucc100,” to further mislead clients. One staff member revealed that the firm charged over 10,000 yuan (nearly ₹1.20 lakh) for each child’s outfit, despite some garments being counterfeits bought online. The company’s owner, identified by the surname Huang, claimed that the outfits were solely for photoshoots and were not intended for sale.
Authorities concluded that the use of fake trademarks and unauthorized brand associations violated Chinese trademark laws. The registration fees collected from parents were declared illegal earnings, resulting in a fine imposed on the company.
Further investigations also uncovered a troubling history of misconduct. A Shanghai procurator noted that the same company had previously been penalized by regional market regulators, but had continued to operate similar deceptive schemes. Despite the legal crackdown, the company remains active online, with its social media accounts under the alias “Paris Fashion Week Kid’s Unit” still running.
This case highlights the growing concerns over intellectual property misuse and consumer fraud in China’s event and fashion industry, especially involving children. Authorities continue to monitor the company’s activities as part of broader efforts to protect consumer rights and brand integrity.
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