In a recent episode of Quo Vadis on Vizion Plus, journalist Marjo Brakaj made a striking statement: Albania ranks first in the world for the import of fake clothing, according to the World Trade Organization. While discussing the influence of counterfeit fashion on the economy with host Pranvera Borakaj, Brakaj revealed that Albanians are not only consumers of “fake” brands, but also victims of a broader culture of inauthenticity that runs deep through society.
"Albania is at the top of the list for importing fake clothing — mostly fast fashion and second-tier brands," Brakaj explained. “According to the WTO, we also have one of the highest levels of economic informality in Europe.”
But counterfeit fashion is just the surface of the issue. In Albania, the fake goes far beyond clothing. It extends to apartment prices, elections — even governance itself.
Fake Apartments, Real Profits
Property prices in Albania, especially in cities like Tirana, have skyrocketed in recent years. Yet these costs rarely reflect the actual value or quality of living. New developments are often missing basic social infrastructure — schools, green spaces, proper roads, and public services. The high prices are driven by speculation, money laundering, and unchecked urban expansion, creating a real estate market where “fake value” is the rule, not the exception.
Democracy on Paper, Not in Practice
When it comes to elections, many Albanians express deep skepticism. Accusations of vote-buying, pressure on public sector workers, media control, and lack of transparency have plagued Albania’s democratic process for years. While elections are held regularly, many view them as mere formalities, lacking in credibility or fairness.
This, in turn, raises questions about the authenticity of the country’s leadership. Prime Minister Edi Rama — a dominant political figure for over a decade — is increasingly perceived by critics as a symbol of this broader illusion of legitimacy. Despite his international visibility and reformist rhetoric, Albania remains ranked among the most corrupt countries in Europe, according to multiple international reports and indexes.
The Illusion of Progress
What emerges is a troubling image of a country that appears to function, but often only on the surface. Brand-name clothes are fake. Luxury apartments lack livability. Elections are staged, and power is concentrated. Official numbers, glossy ads, and political speeches promote a modern European Albania — but many citizens experience something very different.
In the words of many Albanians, "everything here is fake — even the truth."
As the country continues its long road toward EU integration, the real challenge may not lie in ticking off bureaucratic boxes, but in confronting and transforming this pervasive culture of make-believe.