Crackdown on counterfeit fashion escalates at Paris 2024 Olympics preparations

In the upcoming Paris 2024 Olympics, Michel Lavaud, police security chief for the Seine-Saint-Denis suburb, has intensified efforts to hold back counterfeit fashion. The act reflects a significant economic challenge—counterfeit branded clothing alone has cost French companies an estimated 1.7 billion euros annually between 2018 and 2021.

“We’ve been addressing the issue of counterfeiting for the past two years,” stated Lavaud, emphasising the need for heightened vigilance. Similar initiatives were seen in previous Olympic host cities like Beijing, London, and Rio, albeit with mixed results.

Criticism has been raised about how the crackdown is affecting poor communities in Seine-Saint-Denis, where one out of every three residents lives below the poverty line.

The initiative comes amidst efforts by Paris 2024 organisers and the International Olympic Committee to protect consumers and brands. Last year, French customs seized 20.5 million counterfeit products, underscoring the scale of the challenge.

Despite these measures, concerns remain about potential economic impacts on luxury retailers and tourism during the Olympics. Luxury conglomerate LVMH, a major sponsor, emphasised its commitment to defending intellectual property rights while adapting to shifting consumer behaviours.

As Paris prepares, authorities are poised to enforce stricter measures against counterfeiters, aiming to safeguard both brands and consumers during this global sporting event.