Written by The Strategy

It’s been a while since the blazing fate of the seemingly doomed Birkin bag has been the topic on everyone’s mind. After the shocking exposé from PETA and strict words from Jane Birkin, which paralleled a civilized yet stern scolding from a mother, requesting her namesake weekend bag be given a new namesake, it seems the line has gone quiet in the media. 

More quiet than it initially seemed it would be, anyway. 

As of now most of the conversation seems to be revolving around the efforts being taken to resolve the rift between Hermès and Birkin, with Hermès assuring those concerned that the two parties’ long relationship still stands. Animal rights activists continue to make their efforts as public as possible, but the truth is that the shock factor has simply faded in the eyes of the public. 

In an interview on the matter for Forbes.com, Antoinette Hunter, the Managing Director of Lilac Blue Ltd (AKA: the largest European vendor of Hermès handbags), explains how while many celebrities that typically parade their Birkin’s in paparazzi shots might shy away from lugging around their favourite $10k+ bags, the overall lasting impact of the issue probably won’t be so lasting. It is noted in the same article that Jane Birkin requesting to have her name removed from the bag is still entirely up to Hermès and will most likely be dealt with as a cosmetic concern. 

More than likely, however, is the chance that the source of the problem will be handled more seriously. At the root of the whole issue is the cruelty that the animals face at the hands of those running the farms from which the material is harvested. It is not a simple task to revamp and entirely redo the entire supply-chain that leads to the Birkin bag. The task in focus should not be the relationship between Jane Birkin and Hermès, but the relationship between Hermès and it’s suppliers. Ms. Birkin’s interjection in the matter brought immense publicity to the scene, which raised the status of PETA’s initial campaign, though the real message should not be lost. 

The “luxury” fashion industry is vast and ever-evolving. Those who run it should be able to adapt to the new changes and expectations which arise over the years. Consumers of fashion are not cemented in their expectations, they are not at the peak of what they will demand or request or desire. While the consumers are able to change, so should the companies that rely on them.

Written by Katrina Garofalo

*Images for graphic via wikipedia.com and troppodonna.com