Closing out New York Fashion Week with a bang, Telfar announced the launch of its very own television channel: Telfar TV.
Viewable on a dedicated website and app, as well as on Apple TV and Roku, the shopping network will serve as a hub for all Telfar drops going forward — including the brand’s buzzy Bag Security Program.
Staying true to Telfar’s famously inclusive slogan (“It’s not for you — it’s for everyone.”), Telfar TV will use a QR code system to ensure anyone who orders the brand’s best-selling bag will get one. As explained during a press conference at Manhattan’s South Street Seaport, shoppers simply scan an on-screen code to purchase product, a clever way to prevent bots from snatching up inventory.
Fans will have more than just Telfar’s classic logo bag to look forward to — at a date and time soon to be announced, Telfar TV will also introduce an entirely new accessory from the brand: a duffle bag.
— TELFAR (@TELFARGLOBAL) September 12, 2021
“This is the end of a media empire,” proclaimed Babak Radboy, Telfar’s creative director. “We trade in clothes, we don’t trade in people.”
Though the press conference was a closed affair attended by celebrities including A$AP Ferg, Ian Isiah, and — delightfully — the cast of The Real Housewives of Potomac, Radboy’s words are a refreshing pivot away from the exclusive format of Fashion Week.
Telfar TV will be a public access network, allowing anyone and everyone to participate in drops. A sort of free Netflix for all things Telfar, the channel will stream monthly live events hosted by the brand, as well as content submitted by fans.
Can’t talk rn I’m watching telfar tv
— babytate (@yungbabytate) September 12, 2021
With a wink and a smile, Telfar TV flips the concept of scarcity-driven hype on its head. The future of fashion is here — not for you, but for everybody.