For days, an image of a Birkin made of Lego bricks has been circulating on Instagram. The perfect recipe for viral content. The orange we associate with Hermès reimagined in a new, unsettling way. The ubiquitous Birkin and all other luxury goods transformed into Lego can be found on @glam.tol, the profile that sparked this phenomenon. However, all the content is crafted with the valuable assistance of AI.

Many of the objects conceived by @glam.tol that have gone viral firmly belong to the concept of quiet luxury, an interesting aspect of this phenomenon that reminds us of how attracted we still are to very expensive bags and brand-branded accessories—thus, highly recognizable items like the Ralph Lauren signature cap. According to some, the intention behind these images might be to announce the collaboration between Lego and Hermès. However, on TikTok, others think it’s unlikely given the rarity with which the French fashion house has entered into partnerships throughout its history.

@thebrandblueprint Hermès and Lego partnership is sadly never going to happen because Hermes doesn’t partner with brands #collaboration #hermes #legos #marketing #brand #branding #rollsroyce #mcclaren #greenscreen ♬ original sound – Brooke💡Marketing, Brand, Ecom

In short, a lot of smoke and no fire, except for the umpteenth confirmation of how easy it is to create hyper-realistic images thanks to the use of Artificial Intelligence, a topic that has been debated this year by PhotoVogue but continues to be relevant not only in the world of photography but also in marketing. The virality of these images is the proof.

courtesy @glam.tol