How footballer Erling Haaland can help rescue luxury with $50,000 Hermès Man bags

Norwegian footballer Erling Haaland is making waves off the field, not with goals, but with a remarkable collection of luxury handbags. Following Norway's World Cup exit, the prolific striker, known for his prowess on the pitch, is now a trendsetter in high fashion. Haaland showcases an impressive collection of bags from Hermès and other luxury brands on social media, reportedly valued at around $1.3 million.

His collection prominently features $50,000 Hermès Birkin bags, including limited edition Haut à Courroies (HAC) models. These bags, practically impossible to obtain directly from an Hermès boutique, are becoming a new symbol of male status. Haaland has also been seen with a Dolce & Gabbana bag, signaling a broader embrace of luxury accessories by men.

This trend is not unique to Haaland. Other footballers like Virgil van Dijk and Jude Bellingham are also contributing to the resurgence of the luxury market by openly carrying designer bags. The phenomenon of "man bags" represents a significant growth opportunity for an industry that has faced a slowdown in recent years.

Handbag sales for premium brands priced over $500 have been declining since 2022, partly due to soaring prices and increased competition from jewelry and more affordable brands. The luxury market is looking to men to offset this downturn, as men represented only a quarter of the global luxury handbag market in 2025. The increasing popularity of men carrying these high-value accessories could be a crucial strategy for luxury firms, which often see gross margins exceeding 80% on handbags.