Pakistan, Sept. 25 -- Gucci has started selling luxury sneakers labelled "Made in China" as it seeks to attract middle-class shoppers. The move breaks with the Italian manufacturing tradition that has long shaped the brand's identity. It also comes as Gucci works to revive sales and protect its luxury position.

The new footwear was created under creative director Demna, who joined Gucci with pressure to deliver fresh designs. His approach aims to balance new products with tighter cost control. Gucci's parent company Kering is relying heavily on the brand's recovery.

Gucci's sales have fallen by half over the past three years, putting pressure on margins. The decline has also led the company to close dozens of stores. Demna is scheduled ...