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The crackdown on fake fashion is intensifying in the run-up to the 2024 Paris Olympics.

The crackdown on fake fashion is intensifying in the run-up to the 2024 Paris Olympics.

Photo courtesy of: Reuters

With the Paris 2024 Olympics approaching, Michel Lavaud, the head of police security in the Seine-Saint-Denis district, has stepped up efforts to crack down on counterfeit fashion. The law reflects a serious economic challenge—counterfeit designer clothing alone cost French companies an estimated €1.7 billion per year between 2018 and 2021.

“We have been dealing with the counterfeiting problem for the last two years,” Lavaud said, emphasizing the need for increased vigilance. Similar initiatives have been seen in previous Olympic host cities such as Beijing, London and Rio, although with mixed results.

There has been criticism of the impact of repression on poor communities in the Seine-Saint-Denis region, where one in three inhabitants lives below the poverty line.

The initiative is part of an effort by Paris 2024 and the International Olympic Committee to protect consumers and brands. Last year, French customs seized 20.5 million counterfeit products, underlining the scale of the challenge.

Despite these measures, concerns about the potential economic impact on luxury retailers and tourism during the Olympics remain. Luxury conglomerate LVMH, the main sponsor, stressed its commitment to defending intellectual property rights while adapting to changing consumer behavior.

As Paris prepares, authorities are set to introduce more stringent measures against counterfeiters to protect both brands and consumers during this global sporting event.