The smell of a just-emptied mop bucket wafts into my nose as I nervously attempt to waltz nonchalantly into Toronto’s flagship Hermès boutique with a bright green Wirkin bag dangling from my wrist.

Hermès' success has been driven by scarcity While most luxury brands drive exposure through social media marketing, celebrity ...

"Wirkins" went viral in 2024 for their cheap price tag and resemblance to expensive Birkin bags from Hermès. CEO Axel Dumas ...

For all the trouble it took me to get the viral $69.99 bag, you’d think I was attempting to source the real thing.

Hermès’ market value soared past €300bn after it showed continued resilience by posting strong sales in the final months of 2024 that outperformed the luxury sector.

French luxury group Hermes reported fourth-quarter results well above analyst expectations on Friday, showing robust appetite ...