From Hermès Birkin To Walmart’s Wirkin: The New Face Of Luxury In 2025

 

Social media is on fire with Walmart’s $78 Hermès Birkin dupe—the Walmart Berkin, nicknamed the “Wirkin”—is sparking viral TikTok trends, heated debates over fast fashion, and a reexamination of what exclusivity really means.

Why should we care? Because the response to the "Wirkin" is a clear sign that our understanding of luxury and branding is evolving. Is it a direct threat to Hermès? I doubt it. But it’s sparking an essential conversation about who

luxury is truly for—and that’s something worth watching closely. The "Wirkin" isn’t just about offering high-end fashion aesthetics at an affordable price; it’s about reshaping what aspiration looks like. In this sense, I believe the "Wirkin" transcends a moment to become a cultural movement.

The Democratization of Exclusivity

Many high-end luxury items thrive on exclusivity and craftsmanship, and few brands capture this better than the iconic Hermès. Hermès’ handbag series, including the iconic Birkin and Kelly bags, as well as the Chèvre Handbag, Handbag Togo Rouge, Togo Etoupe, and Goat Skin Chèvre Handbags, are meticulously handcrafted and range from $10,000 to an eye-watering $300,000. For some, the price is shocking; for others, it’s a fair exchange for owning a piece of timeless artistry.

While brands like Hermès continue to thrive on exclusivity and meticulous craftsmanship, the concept of luxury is evolving driven by a new wave of consumers like Gen Z. This generation values the look of luxury without the hefty price tag, transforming affordable alternatives like the $78 "Wirkin" bag from mere dupes to something undeniably dope. These pieces aren’t knockoffs—they’re cultural statements representing a new era in fashion, where inclusivity and accessibility redefine who gets to participate in luxury. For audiences seeking affordable fashion statements, brands like Kate Spade, Pierre Cardin, and other budget-friendly alternatives are also bridging the gap between high-end aesthetics and accessible price points. This democratization of luxury isn’t happening in a vacuum—it’s a reflection of larger cultural and economic shifts.

In The Kim Kardashian Principle, I explore how leaders must tune into cultural shifts to stay relevant. And I believe that the demand for democratizing luxury is more than a trend—it’s a force shaping the future of the market. Research backs this up; studies show how the rising global middle class is changing the game. Clever brands like Walmart are tapping into this shift, proving that even the idea of luxury is being democratized. Whether legacy brands like it or not, luxury is expanding—and that’s something I think we all need to pay attention to.

Still, Hermès isn’t losing its relevance. Iconic pieces like the Birkin 30 in Brown Etoupe often resell for more than their original price, while timeless classics like Princess Grace of Monaco’s Hermès Gold Handbag continue to set the gold standard. Model Heidi Klum was recently spotted in Cannes with a Pink Ostrich Birkin. The price of a pink ostrich Birkin ranges from $32,000 to $52,500. Safe to say, these brands will endure, in one form or another, not just as symbols of luxury, but as benchmarks of craftsmanship and exclusivity.

Social Media as the Great Equalizer

However there is no doubt that the “Wirkin” trend, fueled by TikTok unboxings and reviews, is flipping luxury fashion on its head. With millions of viewers—from die-hard fashion enthusiasts to casual scrollers—social platforms are now the ultimate arbiters of what’s “in.” And here’s what I also believe: for Gen Z, the tastemakers of today, relatability beats unattainable perfection every single time. Bags like the Jane Birkin-inspired Shoulder Bag S-1266 or the Caitina Vegan Leather Crossbody aren’t just popular—they’re cultural disruptors, blending style and affordability in ways that feel fresh and accessible.

For leaders, social media isn’t just a marketing tool anymore—it’s the pulse of cultural relevance. TikTok and platforms like it are where traditional luxury norms are being redefined, and sky-high price tags are being challenged in real time. Conversations about pre-loved bags and affordable dupes aren’t just fleeting trends; I see them all the time and as markers of a fundamental shift in how people value fashion and aspiration.

Research supports these observations. Studies like The Impact of Social Media on the Perception and Purchase of Luxury Brands show how social media platforms have revolutionized the fashion landscape, forcing brands to navigate the balance between accessibility and exclusivity. In my opinion, this is nothing short of a game-changer.

So, what does this mean for leaders? Agility is no longer a “nice to have”—it’s a necessity. The brands that thrive will be the ones willing to engage authentically in these conversations and meet their audiences where they are because let’s face it—the next big trend, or your brand’s biggest challenge, could be just one viral post away.

The Power of Reframing

Luxury purists might well roll their eyes at the idea of a $78 Walmart Birkin dupe—or any piece inspired by a storied French fashion house. Many might consider it sacrilegious to even utter the two words, Walmart and Birkin, in the same breath. But dismissing these alternatives outright misses the point. The market for affordable alternatives and high-end luxury items is booming, and pieces like the “Wirkin” are more than knockoffs—they’re cultural statements. These accessible luxury alternatives challenge long-standing norms, celebrate creativity, and prove that style doesn’t have to come with a price tag that takes your breath away.

I have no doubt that digital creators could transform dupes of iconic pieces like the Hermès Engraved Togo Rouge Tomato Ladies Bag or the Candy Handbag into symbols of empowerment. These items help redefine chic, showing that luxury is evolving to emphasize creativity and accessibility over exclusivity. This cultural shift highlights the power of reframing—redefining what luxury means and who gets to participate in it.

Brands that resist this evolution risk fading into irrelevance, while those that embrace the conversation stand to gain new relevance and loyalty. Hermès, with its legacy pieces like the pre-owned Hermès handbag Birkin or the handbag Togo Beige Marfa W Engraved remain giants in traditional luxury. But there’s a valuable lesson to be learned from brands like Walmart, which have tapped into the luxury-adjacent market by making style playful and accessible. They’ve struck a chord with consumers who want sophistication without the sticker shock.

Take the Caitina Vegan Leather Crossbody Bag—it’s not just an affordable option. It’s a symbol of empowerment, creativity, and individuality. As the study Is Luxury Democratization Impactful? notes, “Luxury goods, once exclusive to the elite, are now available to a markedly large customer segment.” This isn’t the dilution of luxury; it’s its evolution, expanding to meet a broader range of aspirations.

I believe brands that lean into this shift will thrive. Inclusivity and storytelling aren’t threats to luxury—they’re opportunities to remain culturally relevant. By embracing a world where exclusivity isn’t the sole measure of value, brands can deepen their resonance with today’s consumers and secure their place in tomorrow’s market.

Inclusion in the Luxury Narrative

The “Wirkin” trend is a cultural shift driven by Generation Z, demanding inclusion in spaces traditionally defined by exclusivity. And they’re making their point with wit, irreverence, and the viral power of social media. Affordable options now stand shoulder-to-shoulder with high-end icons like the Hermès Kelly Handbag Togo Black Rouge Grenat—not as mere knockoffs, but as playful critiques of what luxury even represents.

Consider the internet frenzy over Luigi Magione, the alleged killer of UnitedHealthcare CEO Brian Thompson, whose orange jail jumpsuit became a viral Hermès-inspired fashion statement. TikTok creators turned this symbol of infamy into a satirical critique of high-end branding, showing that even the most revered symbols of luxury are ripe for humor and reinterpretation. Similarly, pieces like the Hermès

Candy Handbag have evolved into symbols of empowerment, demonstrating how even exclusive brands are being reshaped through fresh, creative lenses.

As many of you know, I encourage leaders to use the power of humor to elevate their brands, and this trend is proof of its potency. Humor disarms, invites participation, and builds connection, transforming even the most elite and serious products into something approachable and engaging. For a brand like Hermès—celebrated for its timeless heritage pieces like the Pre-Owned Hermès Handbag Birkin or the Handbag Togo Beige Marfa W Engraved—this shift isn’t a threat; it’s an invitation. By embracing playfulness and inclusivity while staying rooted in tradition, they can navigate this evolving landscape with authenticity and relevance.

Evolving the Luxury Playbook

Today, luxury isn’t about remaining untouchable—it’s about joining the conversation. Whether it’s Walmart democratizing fashion or Hermès preserving a storied legacy, I believe audiences expect brands to adapt, engage, and dare I say, even laugh along with them. I certainly laughed when I first saw the “Wirkin” on social media. A $78 Birkin dupe? It’s bold, playful, and audacious enough to work—and it clearly has, resonating with a culture-curating audience and igniting a cultural moment and movement amongst millions.

In doing so, the “Wirkin” has become more than just a coveted fashion accessory—it’s a symbol of opening up spaces that were once closed off, making room for new voices and perspectives. That can only be a good thing, right? Especially in the fashion industry that has long been plagued by a lack of inclusivity.

And while the striking resemblance to the Hermès Birkin raises questions about potential copyright infringement—which is far less humorous, forward-thinking brands will recognize the point—that the future of success isn’t just about democratizing aspiration—it’s about embracing inclusion and evolving alongside their audiences. Whether you’re selling a $10,000 handcrafted handbag, a $78 playful dupe, or a classic like the Emily RFID Essential Leather Shoulder Bag, one truth remains: relevance and resonance are what truly matter.

So, here’s my final question for brands, leaders, and creators: Will you be “Wirkin’ it like a Birkin in 2025”? Will you stay agile, make space, and prove you belong in the conversation? Because while fashion trends and affordable luxury alternatives may come and go, one constant remains: the need for leaders to rise to the challenge of modern marketing—and meet their audiences exactly where they are.

-Forbes