Telfar's New TV Channel Is Democratizing Hype
The brand is launching its own television channel, dubbed Telfar TV. Viewable on a dedicated website and app, as well as Apple TV, the channel will serve as the brand’s new hub for all drops going forward — including its buzzy Bag Security Program.
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,” 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, which has always aimed to bring luxury fashion to demographics often overlooked, 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. 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.
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.
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