Erling Haaland is best known for scoring goals. But away from football, the Manchester City and Norway striker has become the center of a very different conversation: his extraordinary collection of Hermès Birkin bags, reportedly worth more than £650,000 (around US$900,000).
The luxury collection has gone viral across social media after a TikTok video highlighting Haaland’s designer handbags amassed millions of views, surprising fans who are more accustomed to seeing the 25-year-old lifting trophies than carrying some of the world’s most exclusive fashion accessories.
The unexpected glimpse into his personal style has even earned him a new nickname online: “Hermès Baddie.”
A Football Superstar With a Passion for Luxury Bags
The viral video, posted by content creator Jack Savoie, showcases several rare Hermès bags that Haaland has been photographed carrying while traveling through airports and during holidays.
The clip has attracted more than four million views, fueling discussions about luxury fashion, celebrity style, and the growing popularity of men’s designer handbags.
While watches and supercars have traditionally dominated athletes’ luxury purchases, Haaland’s interest in collectible handbags reflects a broader shift in men’s fashion, where premium leather goods are increasingly viewed as investment pieces as well as style statements.
Inside Haaland’s Luxury Collection
Among the most eye-catching bags in Haaland’s wardrobe is the Hermès HAC Birkin 50 Endless Road, a large travel bag that has accompanied him on several international trips.
He has also been seen carrying the Hermès Black and Orange H Togo HAC Casaque Birkin 40, featuring palladium hardware.
According to Sotheby’s, pre-owned versions of the bag have sold for approximately US$33,000, highlighting the remarkable resale value associated with rare Hermès designs.
Another standout piece is the Hermès Evercalf Toile Cargo Haut À Courroies Birkin 40, a model currently listed by luxury retailers for around US$50,000.
Together, these bags contribute to a collection that British media estimate exceeds £650,000, or roughly Rp15.3 billion.
More Than Hermès
Haaland’s luxury taste extends beyond Birkin bags.
He has also been photographed carrying oversized travel bags from Goyard, another prestigious French luxury house known for its handcrafted luggage and limited availability.
Like Hermès, Goyard intentionally limits production, making many of its products highly sought after by collectors around the world.
The Rise of Men’s Luxury Handbags
Fashion experts say Haaland represents a growing trend among high-profile male celebrities and athletes who are embracing luxury handbags as part of their everyday wardrobe.
Once associated primarily with women’s fashion, bags from brands such as Hermès, Goyard, and Louis Vuitton have become increasingly popular among male consumers seeking craftsmanship, exclusivity, and long-term value.
Unlike many luxury goods, certain Hermès Birkin models have consistently appreciated in value due to limited production and sustained global demand.
Some collectors even view rare Birkin bags as alternative investment assets alongside fine art, watches, and classic cars.
A Style Statement Off the Pitch
Whether arriving at an airport, attending fashion events, or enjoying his offseason travels, Haaland’s choice of accessories has become almost as recognizable as his performances on the football field.
For fans visiting luxury shopping destinations such as Bali, Singapore, or Europe, Haaland’s collection highlights how designer handbags are increasingly crossing traditional fashion boundaries.
His reputation may have been built through goals, trophies, and record-breaking performances, but off the pitch, the Norwegian striker is proving he also has an eye for one of the world’s most coveted luxury brands.