Louis Vuitton and Chanel top the list of the most counterfeited luxury brands according to the Entrupy 2026 report

Counterfeiting remains a major scourge for the luxury sector in 2026. According to Entrupy’s annual report, Louis Vuitton tops the list of brands most targeted by counterfeiters. This dominance raises questions about the protection of iconic houses in the face of a rapidly expanding parallel trade.

Luxury goods on the front line against global counterfeiting

The figures are staggering. According to an EUIPO/OECD report published in 2025, counterfeit goods account for 2.3% of world trade, or $467 billion. Luxury goods are paying a particularly heavy price in this economic war. In 2023, counterfeit goods accounted for around 8% of the sector’s total sales worldwide.

The following year marked a turning point in the fight against this phenomenon. No less than $110 billion worth of high-end counterfeit goods were seized during raids. These operations demonstrate the scale of the problem, but also the determination of the authorities.

Entrupy, a New York-based company specializing in artificial intelligence authentication, recorded a +33% increase in authentication requests in one year. Its accuracy rate now stands at 99.86%. However, 8.1% of products analyzed remain unidentified, and therefore potentially false.

Louis Vuitton: the number one target of counterfeiters

Unsurprisingly, the monogrammed house dominates this unenviable ranking. Louis Vuitton alone accounts for 33% of all products submitted for authentication. In terms of value, this corresponds to $857 million worth of verified items. This omnipresence makes the brand a favorite prey for counterfeiters.

“Where Louis Vuitton dominates through quantity, Chanel imposes itself through value.”

Gucci is different. In 2025, over $17.8 million worth of counterfeit bags bearing its signature were submitted for verification. Prada confirms its foothold in the resale market, with nearly 9% of authentication requests.

Chanel ranks fourth by volume. Nearly 6% of the bags analyzed were deemed unidentified. The company accounts for around 13% of submissions, with a total value of close to $958 million, the highest in the ranking. Dior completes the top 5 with 5% of submissions and over $221 million in value.

• Louis Vuitton: 33% of products authenticated ($857 million)
• Chanel: 13% of bids ($958 million in value)
• Prada: 9% of authentication requests
• Gucci: $17.8 million worth of suspect bags checked in 2025
• Dior: 5% of bids ($221 million)

Fast-growing brands in the resale market

Entrupy’s report reveals significant developments between 2024 and 2025. Fendi recorded the biggest increase, with +49% of products subject to authentication. The Baguette bag’s return to favor explains this spectacular increase.

Loewe and Bottega Veneta each posted growth of +45%. Both brands benefit from a positioning in line with the Quiet Luxury aesthetic. Their sober, refined creations appeal to a demanding clientele, but also attract counterfeiters.

Celine completes the list of rising brands with +42%. Renewed interest in Phoebe Philo’s creations is boosting this dynamic. These figures show that counterfeiting is following trends closely.

The revealing case of Goyard

The ranking of the riskiest brands adopts a different logic. Goyard leads with almost 19% of unidentified items, well ahead of Prada (13%) and Saint Laurent (10%). Dior follows with 9%, then Louis Vuitton with 8%.

Goyard perfectly illustrates the mechanisms of the fake economy. Poorly distributed, difficult to access, yet instantly recognizable, the brand ticks all the boxes. Its high desirability, low availability and distinctive visual signature make it an ideal target.

Materials, the new playground for counterfeiters

In addition to logos, counterfeiting is now targeting materials. The ranking of the most copied materials does not measure volume, but the probability that a product is fake. Givenchy canvas tops the list, followed by Prada nylon and Goyardine canvas.

Hermes canvas Herline and Loewe nylon complete the list. These technical materials, often associated with iconic pieces, become prime targets. Counterfeiters are perfecting their techniques to reproduce these characteristic textures.

The Quiet Luxury trend complicates matters. As houses move away from visible logos, counterfeiters adapt. These more sober pieces are sometimes harder to imitate on a large scale. On the other hand, they are also becoming more complex to authenticate. The risk doesn’t disappear; it shifts to more subtle forms.

Fans of the monogrammed house must remain vigilant. Faced with the ingenuity of counterfeiters, only professional authentication can guarantee a safe purchase on the second-hand market.

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