The People's Birkin — Terms and Conditions
Promotion · 1 November – 5 December 2026
01Promoter
Sellier Ltd, a company registered in England and Wales with company number 11877014, whose registered office is at 6 Cheval Place, London SW7 1ES (“Sellier”).
02Platform release
This promotion is in no way sponsored, endorsed or administered by, or associated with, Instagram, TikTok, Meta Platforms Inc. or ByteDance Ltd. By entering, entrants release those platforms from all liability in connection with this promotion.
03Eligibility
Open to residents of the United Kingdom aged 18 or over at the date of entry. Employees of Sellier, members of their immediate families, and anyone professionally connected with the promotion (including agencies and paid or seeded creators) may not enter. Sellier may ask for proof of age, identity and UK residence before awarding any prize.
04Entry period
Entries open at 00:00 GMT on Sunday 1 November 2026 and close at 23:59:59 GMT on Saturday 5 December 2026 (the “Closing Time”). Videos posted outside this window will not be counted.
05How to enter
Post an original video on TikTok or Instagram explaining why you deserve or need a Birkin, mentioning Sellier in speech and in on-screen text, including #ThePeoplesBirkin and #Sellier in the caption, and tagging @sellierknightsbridge. No purchase is necessary. Multiple entries are permitted and each video is scored separately; the same video posted to both platforms counts as two separate entries. The entering account must be public and at least 90 days old at the date of entry. Entries must remain publicly live and unedited until prizes are awarded; a video that is deleted, made private or edited to remove a required element is disqualified.
06Winner determination
Each qualifying video receives a score equal to its likes, plus two times its comments, plus three times its shares, as shown by the platform's publicly displayed counts at the Closing Time, which Sellier will screen-record. Like, comment and share counts must be publicly visible on the entry; engagement hidden from public view cannot be scored. Where abbreviated public counts (for example “12.3K”) prevent entries from being ranked, Sellier will rank them using exact counts from the native analytics provided under clause 7. The highest-scoring video across both platforms wins first prize; the second and third highest-scoring videos win second and third prizes respectively. Sellier does not judge entries on merit. Any tie is resolved in favour of the earlier-posted video, by platform timestamp. Each person may win only one prize: if one person holds more than one prize position, only their highest counts and the next-ranked entrant moves up.
07Verification
All provisional prize winners must, within 72 hours of being notified, provide a screen recording of the platform's native analytics for the entry, including audience retention, audience geography and traffic sources, together with any proof requested under clause 3. Evidence of purchased engagement, bot activity, engagement pods or other artificial inflation, assessed against reasonable and objective criteria, results in disqualification. Sellier may alternatively exclude from an entry's score any engagement it reasonably determines to be artificial, where disqualification would be disproportionate. Where an entrant is disqualified, fails verification or does not respond in time, the next-ranked entrant is promoted.
08Prizes
First prize: one Hermès Birkin 35 in Togo leather, authenticated by Sellier and supplied with authentication documentation, approximate retail value £12,500. Second prize: £2,000 of Sellier credit. Third prize: £1,000 of Sellier credit. Credit is valid for 12 months from issue, redeemable in store and online, and non-transferable. There is no cash alternative to any prize. The first prize will be handed over at Sellier's Knightsbridge store on Thursday 10 December 2026 or, if the winner prefers, delivered insured to a UK address within 28 days of successful verification.
09Notification and announcement
Provisional winners will be contacted by direct message from the official @sellierknightsbridge account within 3 days of the Closing Time. Sellier will never ask for payment or bank details. Winners' handles will be announced on Sellier's channels on Thursday 10 December 2026. The surname and county of the first-prize winner will be available on request by emailing shop@sellierknightsbridge.com within one month of that date; a winner who objects may ask for this not to be published, in which case Sellier may still provide it to the Advertising Standards Authority.
10Content and conduct
Entries must be the entrant's original work, must use audio licensed through the relevant platform, and must not infringe third-party rights or contain offensive, defamatory or unlawful content. Sellier may, acting reasonably, disqualify any entry that breaches these requirements or brings Sellier into disrepute.
11Usage rights
By entering, entrants grant Sellier a non-exclusive, royalty-free, worldwide, perpetual licence to repost, stitch, duet and otherwise reuse their entry across Sellier's channels and marketing, with credit to the entrant's handle. Entrants retain ownership of their content and confirm that anyone else appearing in the entry has agreed to this use.
12Data protection
Sellier is the data controller. For this promotion Sellier processes entrants' handles, entries and public engagement data and, from provisional winners, their name, contact details, analytics recordings and proof of age, identity and residence. This data is used solely to administer the promotion, on the basis of Sellier's legitimate interest in running it and its obligations under the CAP Code. Entrants' rights are set out in Sellier's privacy policy at sellierknightsbridge.com/pages/privacy-policy. Analytics recordings and identity documents from provisional winners are retained for 90 days after the promotion closes and then deleted.
13Trade marks
Hermès is not a sponsor of, and is not affiliated with, this promotion. Birkin is a trade mark of Hermès International.
14General
By entering, entrants accept these terms. Sellier administers this promotion in accordance with the CAP Code. Sellier may amend or withdraw the promotion only where circumstances outside its reasonable control make this unavoidable, with any change notified on its channels. Determinations of fact (scores, timing, verification outcomes) are made on the published objective criteria. Questions: shop@sellierknightsbridge.com. These terms are governed by the law of England and Wales.
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