In a significant move to uphold fair competition, the European Union has levied fines totaling over €157 million ($182 million) against luxury fashion giants Gucci, Chloe, and Loewe for engaging in resale price-fixing practices. The European Commission, following surprise raids in April 2023 and a formal antitrust investigation launched in July 2024, found that the brands had restricted independent retailers from setting their own prices both online and in physical stores. This anticompetitive behavior, according to the EU, not only inflated prices but also limited consumer choice.