Until recently, cyberattacks were aimed at banks and technology companies. Today, however, they are targeting the heart of the luxury industry. Dior, Adidas, Tiffany, Victoria's Secret — and most recently Cartier. Icons of fashion, prestige, and trust are gradually appearing on the list of victims of sophisticated hacker attacks. Although the brands assure us that these were limited incidents with minimal impact, for many customers, it is enough to make them feel insecure. At stake is not only the security of their data, but also the aura of untouchability that fashion houses have built up over the years.

Customer data as the new currency of power

The first reason why fashion brands are being targeted? Their clients. Luxury houses such as Chanel and Cartier store more than just emails and payment details. They have sensitive data on very wealthy and very influential people. And it is precisely this data that is a gold mine for hackers. "Cybercriminals are playing the long game," explains James Hadley, founder of security firm Immersive, in an interview with the BBC. Stolen information can be used to create fake business identities, which can then be used to extract even more valuable information.

Fashion is accelerating, and hackers are easily catching up

The second reason is less obvious but all the more significant: the rapid digitization of fashion. The pandemic, the e-commerce boom, and the development of virtual fashion shows have forced brands to move most of their processes to the digital world. And where there is speed, there are shortcuts. This creates security gaps that sophisticated hackers can exploit without hesitation. British security firm Somniac warns that AI-powered malware can now easily bypass traditional protection systems. Even more worrying is that it gives inexperienced hackers tools that were previously only available to professionals.

Weak points

The third risk is supply chains. The fashion industry is built on countless external partners—manufacturers, transporters, IT services. And this is where weak points often arise. If one of the suppliers fails to protect its systems, the entire fashion house can become easy prey. Even cloud solutions are not immune to criticism. Remote working has plunged the fashion world into a digital fog where it is difficult to maintain 100% control. And as experts say, the more entry points there are, the more opportunities there are for attack. One thing is certain: attacks on fashion houses will continue. And artificial intelligence will make them an even greater threat. Brands must therefore make a decision. They must invest in security with the same determination as they do in spectacular fashion shows. Otherwise, they risk their biggest fashion statement becoming a security fiasco.