Ioanna Touni defends pricing of luxury brand clothing

Entrepreneur and marketing influencer Ioanna Touni has addressed recent public backlash regarding the pricing of a faux fur coat sold through her brand, Bubblegun. The item, which is currently priced at 249 euros, became the subject of intense social media scrutiny after users compared the product to seemingly identical, lower-cost items available on the Chinese e-commerce platform Shein.

In response to the accusations of overpricing and potential rebranding of low-cost imports, Touni issued a public statement defending the quality and unique branding of her merchandise. She emphasized the legitimacy of her business model and the value proposition provided to her customers, arguing that her products are distinct from the cheaper alternatives identified by social media users. The controversy highlights the ongoing challenges faced by influencer-led brands in the age of rapid global e-commerce and price transparency.

As of November 15, 2026, the discussion remains active on various online platforms. Touni continues to manage her brand, Bubblegun, maintaining that her pricing reflects the specific standards of her company rather than the market value of mass-produced goods found on international sites.