Archive · 16 Jan 2026
Hermès Scrutinized for Profiling Birkin Buyers
Hermès, a famous luxury brand, is being questioned for how it decides who can buy its very expensive Birkin and Kelly handbags.
These bags are so special that you can't just buy them like other items.
Instead, Hermès checks a lot of personal details about potential buyers before deciding if they can buy one.
This includes looking at where they live, their social media posts, and how they spend money.
A report and a fashion journalist have said that Hermès looks at these things to see if someone is a good fit for owning a Birkin or Kelly bag.
Hermès is accused of conducting extensive background checks on potential Birkin and Kelly bag buyers.
The checks reportedly include reviewing clients' home addresses and social media activity.
Birkin and Kelly bags are not sold openly and require an invitation to purchase.
Factors like social standing, taste, and spending habits are allegedly considered.
Fashion journalist Louis Pisano supports the claims of social media scrutiny.
- Who
- Hermès, a French luxury house
- What
- Allegations of extensive background checks on potential Birkin and Kelly bag buyers
- When
- Reported in January 2026
- Where
- Globally, with a focus on Hermès boutiques
- Why
- To determine eligibility for purchasing Birkin and Kelly bags
- Company
- Hermès
- Product
- Birkin and Kelly bags
- Price
- Starting at $10,000
- Reporting Source
- Glitz (January 2026)
- Process
- Background checks on potential buyers
- Factors Considered
- Social standing, social media activity, spending habits
- Journalist
- Louis Pisano