"Frankly speaking, on most of the platforms there's a lot of counterfeiting," Marco Bizzarri told a Business of Fashion conference in Shanghai. "And I don't want to certify counterfeiting because I belong to these platforms."

Luxury spending rose 20 percent in China last year to reach Rmb142bn ($20.5bn), according to Bain & Company, making it the world's largest market. Ecommerce represented 9 percent of sales, up from 6 percent in 2015.