When Jane Birkin's boyfriend ran over her beloved wicker basket, she was stuck lugging a messy tote onto a flight to London. As her Hermès planner exploded across the first-class cabin, her mortified seatmate suggested she needed a bag with pockets. ""Hermès doesn't make one with pockets,"" Jane sighed. He replied: ""But I am Hermès."" Jean-Louis Dumas, head of the luxury empire, watched Jane sketch her dream bag on an airplane vomit bag. Three years later, the first-ever Birkin arrived as a gift… kicking off what would become the most expensive, hard-to-get handbag design in the world. But this hand-stitched masterpiece wasn’t always the ultimate status symbol. The Birkin didn’t fit in the logo-obsessed 1980s, and didn’t truly pop off until it landed a starring role on Sex and the City. Today, Birkins start at $12,000 with impossible waitlists, while the rarest sell for $450,000—more than some houses—and have spawned multi-million-dollar counterfeit rings. Discover how Hermès weaponized scarcity to invent the Holy Grail of handbags; how a luxury product can outperform the stock market; and why the Birkin Bag is the best idea yet.Be the first to know about Wondery’s newest podcasts, curated recommendations, and more! Sign up now at https://wondery.fm/wonderynewsletterFollow The Best Idea Yet on the Wondery App or wherever you get your podcasts. You can listen to new episodes early and ad-free on Wondery+. Join Wondery+ in the Wondery App, Apple Podcasts or Spotify. Start your free trial by visiting www.wondery.com/links/the-best-idea-yet/ now. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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“What did the council decide on item 42?” — answered with the speaker and the moment.

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