Every spring, authentication company Entrupy publishes its State of the Fake report, built from the items sent to its AI authentication system. The 2026 edition draws on $3.34 billion worth of goods checked last year. The good news first: 91.9% of the luxury items it checked in 2025 came back authentic. The rest is where it gets interesting.
The most faked brands by volume
Louis Vuitton tops the list, followed by Gucci, Prada, Chanel and Dior. Volume partly reflects popularity. Louis Vuitton alone made up a third of all luxury submissions. Gucci saw about $17.8 million worth of fake bags submitted in 2025.
The riskiest brands by fake rate
Fake rate tells you more. It shows how likely any one item is to be fake.
| Brand | Share found fake |
|---|---|
| Goyard | 18.9% |
| Prada | 13.1% |
| Saint Laurent | 10.5% |
| Dior | 9.0% |
| Givenchy | 8.9% |
Loewe, which topped last year's list, dropped off entirely. Entrupy credits greater awareness and more authentication, which pushed counterfeiters towards softer targets.
Sneakers and streetwear are worse
Luxury sneakers had far higher fake rates: 54.1% for Louis Vuitton and 42.5% for Dior. In clothing, nearly one in three items could not be confirmed as real. Simple, logo-led basics were the easiest to copy, with Fear of God Essentials at 95.75% and Bape at 85.19%.
What this means when you buy vintage
The pattern is clear. Counterfeiters go after pieces with a recognisable logo, limited distribution and steady resale demand. Older, more complex pieces are harder to copy well. That does not make vintage safe. It means the checks matter more on the most-copied names.
- Learn the tells for the brand you are buying. Our guides to authenticating vintage Prada, Dior, Chanel and Louis Vuitton are a good start.
- Compare the price with real sold prices. A deal that looks too good usually is.
- On anything expensive, pay for authentication. Read our look at whether an app can tell if your bag is real.
This post is part of our 2026 wrap-up. Read the full list in 2026 in fashion tech: the 10 stories that changed how we shop.
