Telfar Clemens has become a trailblazer in the fashion industry. This is not news to anyone, but over the past couple of years, and since his debut, he has always promised the fans to expect the unexpected.
For this year’s New York Fashion Week, no one knew exactly what to expect for the show, so when the invitees walked into Pier 17 in New York City, the black chairs that lined the waterfront space—which happened to be positioned in an arc shape facing a long black table—faced a never-before-seen Telfar emblem.
After an NBA-style introduction of each panelist—including rapper A$AP Ferg, artist Kandice Williams, singer Ian Isiah, and others—Clemens finally made his way to the center of the table to inform the audience of the brand’s latest development. And that was when it was announced, Telfar TV.
Yes, you read that right. Telfar Clemens unveiled the newest venture of Telfar TV during New York Fashion Week. The Telfar TV is a 24-hour public access network where the community can upload any and all of their art, featuring, of course, a Telfar bag. But this brings us to the current question at hand. Why would a fashion brand launch its own TV channel?
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Any diehard Telfar fan would know by now that the company’s marketing strategy is to use fan-made videos and photos in their campaigns. To make this easier for the devotees, with Telfar TV, Clemens is offering them an easier route and destination to share their work—making it even more clear that the brand’s ethos is centered around fostering the community.
Telfar TV will also act as an agent and easier channel to get yourself a Telfar bag (we know how coveted they are). During the same press conference, Telfar Clemens shared an extra announcement, which was the reveal of the new Telfar duffle bag. Available in three sizes (small, medium, and large) this special duffle bag can only be purchased through the Telfar TV.
But this comes with a twist: future Telfar releases will only appear on Telfar TV and will no longer be announced the way they used to be in the past. The way this was explained was that if a certain amount of people are watching Telfar TV, the brand will release a QR code on the screen and whoever scans the code can purchase and secure a bag.
This is probably the most innovative method that any brand has come up with, and we’re living for it. Read more on how Telfar is trying to fight bots with a riddle CAPTCHA system.
Photo via John Lamparski/Getty Images