Closing out New York Fashion Week with a bang,
The brand is launching its very own television channel, dubbed Telfar TV. Available on Apple TV, as well as a
Staying true to the label’s famously inclusive slogan (“It’s not for you — it’s for everyone.”), Telfar TV will ensure anyone who orders the brand’s best-selling bag will get one. As explained during the press conference, the channel will operate on a “drips, not drops” basis.
“This is the end of a media empire,” explained 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 celebs including A$AP Ferg, Ian Isiah, and the cast of The Real Housewives of Potomac, Radboy’s words are a refreshing pivot away from the exclusive format of Fashion Week. Telfar, which has always aimed to bring luxury fashion to demographics traditionally left out of the conversation, continues to deliver on its promise of a more democratized industry.
Telfar TV will be a public access channel, allowing anyone and everyone to participate in drops. The channel function as a sort of free Netflix for all things Telfar — monthly live events hosted by the brand will be filmed and uploaded to Telfar TV, and the channel will even allow fans to submit their own content for consideration.
Besides hosting the next Bag Security Program, Telfar TV will also debut an entirely new accessory, a duffel bag. Customers will be able to cop the product by scanning a QR code that will be aired on a date and time yet to be announced.
With a wink and a smile, Telfar TV flips the very concept of scarcity-driven hype on its head. The future of fashion is here — not for you, but for everybody.