One week into 2025, and the year has already produced its first viral accessory: the “Walmart Birkin Bag,” affectionately known as the “Wirkin.” Over the holidays, TikTok was flooded with videos spotlighting this $78 handbag, a convincing dupe of Hermès’ iconic Birkin. For less than a hundredth of the price of the original, the Wirkin became a must-have for budget-conscious fashion lovers. Available in twelve colors and two sizes, it quickly sold out on Walmart’s website, where third-party sellers like Kamugo and Bestspr had it listed.
Although the product photos of the Wirkin bag provoked comparisons to Hermès’ masterpiece, it became more than just an affordable alternative. The virality on social media highlighted a growing frustration with the exclusivity and astronomical prices of luxury goods. But just as it became popular, Walmart removed all Wirkin listings from its site, sparking debates about designer dupes, trademark law and how digital culture is reshaping the dynamics of luxury fashion.
Here’s everything you need to know about the viral Walmart Birkin bag…
Why the Walmart Birkin Bag Went Viral
@jessi.my #lurch with @Imani 💗 I just had to order it! #fyp #birkin #fakebirkin #Walmart #walmartbirkin ♬ original sound – Jessi My
The appeal of the Walmart Birkin Bag lies in its striking resemblance to the $30,000 Hermès Birkin, combined with its accessibility for just $78. In a world where luxury handbags are status symbols, the Wirkin offered a democratized version of this exclusive item . It resonated with shoppers who admired the design but could never justify (or afford) the high price of the original.
Platforms like TikTok were crucial to its success. Its makers took the Wirkin out of the box, highlighted its details (like the lock and key hardware and the top handles), and called it the “Birkin for the working class.” Promoted as genuine leather, it added to the appeal. But the virality wasn’t just about the product itself; it symbolized a cultural shift. Consumers are increasingly embracing dupes as a statement against the rising costs and perceived elitism of luxury brands.
The growing popularity of designer dupes
The popularity of the Wirkin bag highlights the intersection of social media, accessibility and changing consumer priorities. Luxury goods have become more visible than ever thanks to platforms like Instagram and TikTok, but their prices continue to rise. Reports show that luxury prices have risen by 54% since the start of the pandemic, putting them out of reach for many. Meanwhile, concerns about the declining quality of high-end goods have made alternatives like the Wirkin increasingly attractive.
Unlike counterfeits, which mimic logos and branding, dupes like the Wirkin borrow design elements while avoiding explicit trademarks. However, this distinction does not absolve them from legal supervision. Hermès could potentially argue that the Wirkin conflicts with its trade image: the unique visual design that distinguishes its products. However, consumers seem to be less concerned about the ethics of buying dupes, focusing instead on creating a luxurious look without spending a lot of money.
Walmart’s role in the Wirkin phenomenon
Walmart’s third-party marketplace served as a launch pad for the Wirkin, but the retailer’s involvement raises questions about responsibility. Although sellers did not explicitly claim that the bags were Hermès originals, consumers often associated the product’s legitimacy with Walmart’s name. Brand experts warn that this perception could put the retailer in legal jeopardy for facilitating the sale of similar products.
The incident also highlights the challenges Walmart faces as it tries to attract luxury brands. The retailer has made efforts to broaden its appeal to higher-income buyers, even offering second-hand luxury items on its platform. However, the presence of dupes like Wirkin complicates this strategy, which could deter the very brands Walmart is trying to attract.
The future of luxury in a dupe-dominated market
The removal of the Walmart Birkin Bag from the market has not dampened its influence. Consumers who managed to get their hands on the Wirkin continue to praise the design and quality for the price. For many, the bag was not just a purchase, but a statement about the accessibility of luxury fashion.
For brands like Hermès, the success of dupes signals the need to adapt. As consumers become more comfortable with alternatives, luxury houses must focus even more on innovation, craftsmanship and storytelling to justify their high price tags. The message is clear: in a world where affordable dupes offer similar satisfaction, status symbols alone may no longer be enough.
Conclusion
The viral rise and fall of the Walmart Birkin Bag exemplifies the changing dynamics of the fashion industry. It’s a reminder that consumers are not only attracted to luxury aesthetics, but are also becoming more critical of exclusivity and price increases. For Walmart, the Wirkin saga highlights the complexities of managing a third-party marketplace while trying to attract premium brands.
While the debate over designer dupes continues, one thing is certain: Wirkin’s moment in the spotlight has left an indelible mark on the discourse around luxury, accessibility and consumer choice. Whether it’s a fleeting trend or the start of a larger movement, the story of the Walmart Birkin Bag captures the zeitgeist of an era where social media and affordability are colliding, reshaping the future of fashion.
Featured image: Carmine Conte/Getty Images
Follow us on Instagram for the latest news in fashion, lifestyle and culture @StyleRave_
—Read also
