HERMÈS REPORTEDLY INVESTIGATING IF BUYERS 'PRESTIGIOUS ENOUGH' FOR A BIRKIN

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Hermès is under fire after a report alleged that its staff Google customers’ homes to decide who is worthy of a Birkin.

Luxury fashion house Hermès is facing renewed criticism over its strict sales practices after an investigation by the French publication Glitz alleged that staff Google their customers’ home addresses and scrutinize their social-media accounts to judge whether they are fancy enough for a Birkin.

A longtime symbol of wealth and status, models of the Birkin bag can retail for well over $100,000, but the new claims call into question how potential customers are treated considering the huge purchases they intend to make.

Glitz, a Paris‑based publication focused on the global luxury industry, shared its investigation on January 13. The report has intensified debate around the brand’s approach to controlling access to its most sought‑after products, as interest in them continues to mount thanks to social-media videos in the form of influencer bag hauls.

While Hermès continues to post strong financial results and thrives on its status as an ultraexclusive brand, insiders told Glitz that the buying process has become so restrictive that securing a Birkin now feels like a postcode lottery, leaving many feeling even more alienated by a system that appears opaque and exclusionary.

Newsweek reached out to Hermès for comment on Thursday.

Glitz said employees at the fashion house allegedly conduct online checks on prospective clients, using sites such as Google to analyze their home addresses to determine whether they meet the brand’s expectations for neighborhood prestige. Though that meter was not clearly determined, it can be assumed that the staff reportedly behaving this way scan for home addresses in notable, wealthy and affluent neighborhoods.

Staffers are also said to review customers’ social media profiles as part of this informal screening process.

These checks reportedly continue after the sale. If employees spot a customer listing the bag for resale on their personal social media, Glitz reported that the client will be blacklisted. The outlet said this reflects a broader culture of extreme caution within the company when it comes to protecting access to quota bags such as the Birkin and the Kelly.

According to the investigation, staff look for specific signals that indicate whether someone is the right kind of client. Wearing an Audemars Piguet or Richard Mille watch is viewed positively, while a flashy Rolex is not, perhaps signaling that Hermès staff are told to scan for "old money" or "quiet luxury" accessories.

The hurdles extend beyond appearance. Customers are often expected to build a close, loyal relationship with Hermès before being considered for a Birkin, meaning thousands may be spent on other items in the hopes of one day being offered a bag. An Hermès "wish," the process of creating a personalized wish list for desired colors or styles, has become a highly competitive experience.

Birkins typically start at £10,000, though rare models can be significantly more expensive. The bag’s cultural influence remains strong—Jane Birkin’s original model sold at Sotheby’s Paris for $10.1 million in July 2025. Analysts estimate that each bag costs Hermès around $1,000 to produce. Although the fashion house was established in 1837, the Birkin bag, designed in the 1980s, is thought to be its most-recognizable and sought-after offering today.

Jane Birkin, known for her film star style, relationship with Serge Gainsbourg, and, of course, thinking up the Birkin bag, passed away in 2023.

Paris-based U.S. journalist, Louis Pisano, spoke out about the report on social media.

He told viewers on TikTok: "Did you know that Hermès is stalking their own clients?" His breakdown of the investigation, shared on January 14, has been viewed over 20,000 times at the time of writing.

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