Everyone is Unboxing Hermes, Is Luxury Losing Its Lure?

Jane Birkin’s original Birkin bag, at Sotheby’s in Paris

I remember watching Sex and the City, and Samantha wanted a Birkin, but it was virtually impossible to get. Seeing a Hermès bag was a wow moment. You knew if some had it, there was time invested and a very large amount spent, not just on the bag but building a relationship with your SA. It meant access, relationships, and a level of exclusivity that felt untouchable.

Now suddenly, it’s everywhere. From social feeds to resale platforms, the Birkin has become part of the daily fashion conversation, and it's hard to ignore. Luxury is luxury because in some aspects It feels unattainable. It is something we strive to have. It's a rare vintage Item in perfect condition or a limited edition bag we all want, but only a few have.

Hermès creates an experience almost as indulgent as the bag itself, the waitlists, the in-store relationships, the anticipation. Social media, resellers, retail platforms, and discounted luxury sites have given access that didn't exist. You can source almost anything and have it at your doorstep in a few days. When you see the same “rare” piece over and over again, it no longer feels rare. That’s the current reality of Hermes. Once everyone can own it or even rent it, the value quickly diminishes. Soon, the lure is gone, and it loses its luster.

The Birkin hasn’t lost its craftsmanship or heritage; it’s still beautifully made and deeply rooted in the history of luxury. But its role as the ultimate status symbol? That is quickly changing before our eyes. It’s becoming more of a style piece than a signal of exclusivity. Things change as we know, and new luxury Items will arise. So what will It be?