Telfar will sell its new bag on television The designer announced Telfar TV: a communication channel for the brand and its community

Telfar Clemens is a designer who has always preferred alternative ways to the tradition of the fashion industry. On the occasion of New York Fashion Week, the designer organized a press conference instead of a fashion show to announce the imminent release of a new duffel bag, available in the same three sizes as the original Telfar Bag, which will be sold through a television channel: Telfar TV. The new TV channel will broadcast content 24 hours a day, be visible through a dedicated website and app, and use an on-screen QR Code system that customers can use to get the link to buy the bag – a measure designed to ward off bots. Also on Telfar TV there will be the debut of new products and collaborations such as the one with UGG or the new SS22 show – but also content produced by the brand's community and monthly events.

A way to regain possession of the brand's narrative, therefore, but also to create an independent and multi-use platform that can become a privately managed channel from which the brand can speak without having to limit itself to the format of social media – a need that more and more brands have begun to feel, such as Bottega Veneta which has essentially disappeared from social media and has launched its own digital magazine; like Chloé and all the fashion brands that no longer post images of clothes. A television / digital channel also allows a more precise monitoring of the community, which to follow the brand will have to move from social platforms to its own channel, also having the opportunity to become part of the show and buy the bag. The format of the constantly live television channel has found particular success in recent years as a form of hyper-democratic entertainment, just think of the famous Lofi Girl whose continuous live format has amassed from 2017 to date almost a billion views and over nine million subscribers.