Testing of 39 counterfeit products across apparel, footwear and accessories found that 16 items, or 41 per cent, failed to meet US and international safety standards, according to a study by the American Apparel & Footwear Association (AAFA). Conducted in partnership with global quality assurance provider Intertek, the study—Unboxing Fake Fashion: Unleashing Real Dangers—examines the safety risks posed by counterfeit fashion products.

The results reveal alarming evidence that counterfeit apparel, footwear, and accessory products present serious chemical and product safety hazards to consumers.

A study by the American Apparel & Footwear Association (AAFA) and Intertek found that 41 per cent of 39 tested counterfeit fashion products failed the US and international safety standards, exposing consumers to hazardous chemicals including phthalates, PFAS and heavy metals.
Many items were sold through social media and online marketplaces.

“Counterfeiting is not just an issue of consumer trust or brand protection, it is an issue of public health,” said Steve Lamar, president and CEO of AAFA. “These results, building on our 2022 study, show that counterfeit products, often purchased through unregulated third-party marketplaces, continue to pose real risks to American consumers. It’s time to act decisively to safeguard consumers from dangerous counterfeits. We call on policymakers to immediately address the very real dangers being trafficked online.”

The report includes four case studies drawn from the failed products, a list of all products tested, policy recommendations, and methodology.

Among the non-compliant items, eight products—accounting for over 20 per cent of all counterfeit samples—failed due to excessive phthalate content. One item contained nearly 327,000 parts per million of diethyl phthalate (DEP), more than 650 times above the permitted limit under AAFA’s Restricted Substances List. Additional failures involved PFAS, alkylphenols and APEOs, BPA, formaldehyde and heavy metals, with some products showing extreme levels of lead and formaldehyde. All identified substances are restricted or banned under AAFA’s RSL.

At least 25 per cent of the failed counterfeit products were purchased on or marketed through the Meta platform. These finding suggest that a high propensity of consumers are purchasing counterfeit goods through social media platforms, such as Facebook. This is one of the many reasons why AAFA has nominated Meta, and Meta-related platforms to be added to the US government’s Notorious Markets List (NML) for many years.

In AAFA’s 2025 comments to USTR on the Review of Notorious Markets for Counterfeiting and Piracy, AAFA nominated several online marketplaces, including Meta, Shopee, and Alibaba for inclusion in the US government’s Notorious Markets List. These online marketplaces continue to play host to not only counterfeit listings but also a web of fake advertisements, hidden links, fraudulent websites, and more, representing not only intellectual property theft, but also a real threat to consumer safety.

The results of this study, building on AAFA’s 2022 study, show that counterfeit products, often purchased through unregulated third-party marketplaces, continue to pose real risks to American consumers.

AAFA continues to advocate for stronger accountability across third-party marketplaces and social media platforms to stop the scourge of counterfeits that put consumers at risk.

Fibre2Fashion News Desk (RR)

French luxury fashion house Saint Laurent has emerged as the world’s hottest brand in the third quarter (Q3) of 2025, with Miu Miu swapping positions compared with the same period last year, reaffirming a familiar hierarchy at the top of the Lyst Index. Overall, the latest rankings show limited movement among leading brands, with the top three unchanged quarter on quarter (QoQ), signalling that consistency and clearly defined brand codes are being rewarded over novelty despite expectations of creative disruption.

Ralph Lauren emerged as one of the strongest performers of the quarter, climbing five positions with a 24 per cent QoQ increase in demand. Its renewed focus on core lifestyle codes has found strong cultural traction, amplified by seasonal social media trends such as the ‘Ralph Lauren Christmas’ aesthetic. Burberry and Gucci also rose five places each, while Stone Island moved up four spots, supported by a 62 per cent surge in searches, highlighting how brands reaffirming heritage and design discipline are outperforming peers still in transition.

Saint Laurent has topped the Lyst Index in Q3 2025 as limited movement among leading brands highlighted a preference for consistency over disruption.
Ralph Lauren, COS, Burberry, Gucci and Stone Island gained momentum by reinforcing heritage and core identities.
Product demand shifted towards modern classics and functional staples, with quarter-zip knits, outerwear and accessories leading trends.

Brands gaining momentum are those reinforcing established identities rather than chasing bold reinvention. H&M group’s COS retained its third-place ranking while recording a notable 60 per cent QoQ rise in demand on Lyst. Its clean aesthetic, focus on materials and dependable design have continued to resonate globally. The debut of Massimo Dutti at number 16 further underlines growing demand for accessible, design-led brands positioned between everyday wear and fashion credibility.

Conversely, brands that slipped down the Index appear to be those without a clearly articulated or fully re-established creative direction. Lyst noted that this reflects consumer caution rather than rejection, as shoppers adopt a wait-and-see approach during periods of strategic recalibration.

Product trends this quarter leaned heavily towards modern classics and functional staples, signalling a shift away from overt Quiet Luxury towards more robust, utilitarian aesthetics. Categories such as outerwear, knitwear and practical accessories saw strong traction, reflecting a consumer focus on longevity and versatility.

The Polo Ralph Lauren cable-knit quarter-zip sweater emerged as the hottest product of Q4 2025, with searches for quarter-zips rising 132 per cent globally over the past three months. Its renewed popularity was reinforced by appearances in recent luxury runway debuts, placing the classic style firmly back in the spotlight. Lyst noted that the quarter-zip trend reflects a broader maturation in menswear, as younger consumers gravitate towards smarter, work-ready silhouettes.

Outerwear specialist Barbour also saw demand surge 147 per cent in Q4, supported by a series of high-profile collaborations. Meanwhile, Arc’teryx’s Bird Head toque became the world’s hottest headwear item, recording a dramatic 1,058 per cent spike in searches, driven largely by Gen Z and Gen Alpha shoppers.

Among fast-rising brands, Tokyo-based A.Presse recorded a 191 per cent increase in searches, while heritage shirtmaker Charvet saw demand climb 128 per cent following its visibility in Matthieu Blazy’s debut collection at Chanel. According to Lyst, the current Index reflects a broader industry recalibration, where shoppers increasingly favour brands with clear cultural codes, strong product identities and confidence in who they are, rather than those chasing what comes next.

Fibre2Fashion News Desk (SG)

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