Undressing the Market: How Viral Wholesalers are Shaking Luxury—and What It Means for Black-Owned Brands

On TikTok, Chinese wholesalers are “undressing” the luxury fashion industry by pulling back the velvet curtain and revealing what many in the industry hoped to keep hidden: the names of manufacturers behind high-end brands, the factories that produce their goods, and where consumers can buy the exact same items for a fraction of the price.

What was once insider knowledge is now public content. The supply chain is being exposed in real-time, and suddenly, luxury isn’t looking so exclusive.

But while major brands scramble to maintain their image and justify their pricing, emerging Black-owned luxury brands face a different kind of challenge—and opportunity.

Transparency is currency, and the fashion industry is being forced to evolve. Chinese wholesalers have gone viral by showing consumers how to bypass the middleman and access luxury-level items directly from the source. In some cases, these “dupes” aren’t knockoffs—they’re made in the exact same factories as designer goods, just without the label.

This wave of transparency calls into question:

• Are we paying for craftsmanship or clout?

• If luxury is about quality, why does branding cost 10x more?

• And more importantly, what will happen to the emerging brands that began to rely on the “mystery” too?

For Black designers and stylists working to carve out space in the luxury sector, this shift can feel like both a threat and a turning point. Many are still fighting for access, credibility, and resources. Now, they also have to navigate a consumer base that’s newly empowered, hyper-aware, and demanding value in exchange for their loyalty.

Some things to beware of going forward:

• Increased skepticism from consumers now being conditioned to question markups.

• Increased demand for transparency, especially around sourcing and production.

• Greater difficulty standing out, in a market where exclusivity no longer sells itself.

But there’s also room for bold reinvention—and Rhonda Michelle of Michelle Divine is one of the voices leading that charge. She has been building her luxury boutique on transparency and intention from the beginning. So in this moment? Where chaos and uncertainty are shredding the industry she loves apart, she’s not rattled—she feels ready.

“The fashion industry is being exposed—and honestly, it’s overdue. While some scramble to justify their markups, origins, or ethics… I’ve built Michelle Divine on something different: transparency and truth.”

Her boutique blends original designs with curated ready-to-wear collections from trusted manufacturers, and she makes no secret of that.

“Yes, I design original pieces. And yes, I also curate select ready-to-wear looks from trusted manufacturers. But every piece that makes it into Michelle Divine is chosen with intention.”

Making Rhonda’s authenticity her competitive edge.

“From my sketches to my sourcing—I honor my process, my people, and my purpose. This is the new era of luxury. One rooted in story and experience, not status. Welcome to it.”

Black-owned brands don’t need to cling to the old luxury playbook. If anything, this moment proves it’s time to burn it.
Now’s the time to own the narrative by telling the real story behind your pieces. Start building community loyalty, not just brand prestige. Try offering access without apology—because transparency doesn’t cheapen value, it deepens trust.

The luxury industry is being undressed, and the illusion is unraveling. But for Black-owned brands rooted in truth, creativity, and cultural capital, this moment is a chance to shine—not shrink.

As Rhonda shows us, the new luxury doesn’t whisper exclusivity—it speaks truth, loudly and clearly. And there’s power in that.