Telfar, the luxury fashion brand known for its iconic shopping bags, has taken a bold step into the world of media with the launch of Telfar TV. The innovative platform was announced by founder Telfar Clemens on September 12, 2021, during a New York Fashion Week event. Collaborating with the artists collective The Umma Chroma, Telfar TV aims to revolutionize the way the brand interacts with its customers and fans.
Available on a dedicated website, app, Apple TV, and Roku, Telfar TV is a 24-hour live-linear TV network that will serve as a hub for all Telfar drops, including community-submitted content and the brand’s popular Bag Security Program. The channel will also stream monthly live events hosted by the brand, allowing fans to participate in an interactive and inclusive experience.
In a departure from the exclusivity and limited availability that has characterized Telfar’s bag releases, the brand introduced a new accessory on September 29, 2021: a vegan leather duffle bag. This limited edition item was made available through an on-screen QR code flashed in one-minute intervals, ensuring a fair chance for everyone to purchase the product and preventing bots from snatching up inventory.
The launch of Telfar TV marks a significant shift in the fashion industry, as the brand moves away from the traditional scarcity-driven hype model. Embracing their slogan “It’s not for you — it’s for everyone,” Telfar aims to create a more inclusive and accessible space for fashion enthusiasts.
The duffle bags, which come in various sizes, are priced between $250 and $450. Despite being considered a luxury brand, Telfar’s price range remains relatively affordable compared to other high-end labels. The brand’s commitment to inclusivity and accessibility is evident in its pricing strategy and the launch of Telfar TV, which seeks to democratize the fashion experience for all.
Jeanel has 15 years of retail, marketing and brand management experience. She has started an ecommerce business in 2019, after working in corporate retail and real estate as a senior managing director and former consultant. She's traveled all over the world, speaks at world renowned trade shows and events, holds a Bachelor’s of Commerce (B.Comm) and a Certificate in Commercial Real Estate. You can connect with her on Linkedin.