Louis Vuitton Hong Kong is under investigation after a data breach potentially exposed the personal information of around 419,000 customers, according to the South China Morning Post.

The company informed Hong Kong's privacy watchdog on 17 July, more than a month after its French office first detected suspicious activity on 13 June. The Office of the Privacy Commissioner has now launched a formal inquiry.

Early findings suggest that compromised data includes names, passport numbers, birth dates, phone numbers, email addresses, physical addresses, purchase histories, and product preferences.

Although no complaints have been filed so far, the regulator is examining whether the reporting delay breached data protection rules and how the unauthorised access occurred. Louis Vuitton stated that it responded quickly with the assistance of external cybersecurity experts and confirmed that no payment details were involved.

The incident adds to a growing list of cyberattacks targeting fashion and retail brands in 2025. In May, fast fashion giant Shein confirmed a breach that affected customer support systems.

[Correction] Contrary to some reports, Puma was not affected by a ransomware attack in 2025. This claim appears to be inaccurate and is not corroborated by any verified public disclosures or statements by the company. Please disregard any previous mentions suggesting otherwise.

Security experts have warned that the sector remains a growing target due to high-value customer data and limited cyber defences. Louis Vuitton said it continues to upgrade its security systems and will notify affected individuals and regulators as the investigation continues.

'We sincerely regret any concern or inconvenience this situation may cause,' the company said in a statement.

[Dear readers, a previous version of this article highlighted incorrect information about a cyberattack on Puma. The information has been removed from our website, and we hereby apologise to Puma and our readers.]