How did Telfar take part in Paris Fashion Week but held a show in New York? The American brand's trick of presenting its collection on the other side of the world
Telfar Clemens, founder of the brand that bears his name, once again delivered a masterclass in branding, marketing, and community this season. He did so in two places at once: scheduled at Paris Fashion Week to present SS27, the designer organized a show in the French capital while simultaneously hosting a sample sale in Brooklyn. It seemed strange that the designer had chosen to be in New York to welcome customers lining up at the sample sale from the early hours of the morning, rather than in Paris for the show — but surprise replaced doubt when the runway presentation began. The show was staged in New York, and the Paris Fashion Week audience had to watch the runway live, projected on a giant screen.
Is Paris Really That Important?
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SS27 marks Telfar's second presentation in Paris on the official Fashion Week calendar, with the last time being in 2019. The invitation to this week's show itself featured an ironic quip about how Paris is considered the foremost fashion capital, the most important destination for established and emerging designers seeking greater attention from media and buyers. Its relevance, the Liberian-American designer argues, depends, however, on the absence of alternatives.
The new Telfar collection blended traditional office wear — jackets, skirts, shirts — with maximalist details such as jacquard silk, logos, animal prints, and chains. But the show stood out above all for its inclusivity: while celebrities and fashion heavyweights had to watch a video of the runway, the brand's customers in Brooklyn were able to watch it live.
Bag Redemption
Beyond customer participation in the show, another of the most original elements of the Brooklyn sample sale was the Bag Redemption program: customers could hand in their used Telfar bags in exchange for credits to spend on new products. Given that the credit value depended on the number of bags returned, Telfar's strategy demonstrates just how much the brand respects its loyal customers and is committed to nurturing a close relationship with them. The initiative transformed an ordinary sale into an exciting, participatory experience for the brand's entire community of devoted fans — issimi, in Telfar's case, as the label boasts an enviable fanbase in New York and beyond.
