Vegan bag brand Telfar has seen a major boost since being name-checked in Beyoncé’s new album Renaissance.
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Telfar Clemens launched the brand in 2005. It is most well-known for its cult favorite Shopping Bag made of vegan leather alternatives. It retails for $150 to $300 and sells out regularly.
A much-quoted line from Beyoncé’s track Summer compares the bag favourably to the iconic Birkin, saying: “This Telfar bag imported. Birkins? Them s***’* in storage.
And it’s made a major impact on consumers: according to Vogue Business, ‘views of Telfar items on resale platform TheRealReal spiked 85 per cent globally on the day Beyoncé’s album was released, compared with the day before’.
Fashionphile, a luxury resale website, saw a 47% increase in Telfar searches, pageviews, and traffic. ‘add to bag’ functions.
Vegan bag
The surging interest is no surprise, according to Kelly McSweeney, women’s merchandising manager at The RealReal.
She said: “We tend to see an immediate boost in demand following major pop culture references to brands or particular styles.”
Erin Schickner (director of music and brand partnerships at BEN), said that the reference made to the bag signifies a shift within the way we see luxury fashion.
He said: “Hermès’s Birkin has been the definition of luxury fashion and a sign of extravagant wealth for years, [but] Telfar bags are coming for Birkin’s throne — as a Black-owned business that produces a more affordable, attainable bag.”
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Credit for the Feature Image: Handout/Getty Photos
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