“This Telfar bag imported, Birkins, them shit’s in storage,” the songstress croons on her final track Summer.
Beyoncé, who is known to use her platform to support the Black community and businesses, has provided insight into her fashion taste through a special shoutout to Black-owned and vegan luxury brand Telfar, in her latest album, Renaissance.
“This Telfar bag imported, Birkins, them s–t’s in storage,” crooned the highly influential songstress on her final track Summer. The line resulted in a buying mayhem for the cult bag.
According to market insights, views of Telfar accessories on resale platform TheRealReal increased 85% globally on the day Beyoncé’s album was released, compared with the day before.
“We tend to see an immediate boost in demand following major pop culture references to brands or particular styles,” Kelly McSweeney, women’s merchandising manager at The RealReal said.
Meanwhile page views, and “add to bag” clicks spiked 47% on resale shopping website Fashionphile, the platform’s data analyst Rachel Koenig shared.
On Google Trends, searches for “Telfar” surged above “Birkin bag” for a five-hour period on the following day after the album dropped.
Beyonce and Telfar
While Telfar has seen sales skyrocketing after Beyoncé’s recent boost, this isn’t the first time she has plugged the brand to her massive fan following.
Last year, she endorsed a white shade of Telfar’s cult favourite ‘Shopping Bag’ on her Instagram.
Dubbed the “The Bushwick Birkin” to signify its mass appeal, the coveted bag has also been worn by other celebrities including Oprah, Bella Hadid, Solange Knowles, “RHONY” alum Sonja Morgan and New York Rep. Alexandria Ocasio-Cortez.
The brand was founded by Queens-born Liberian-American Telfar Clemens in 2005 and its signature shopping bag with the T logo, launched in 2014.
The bag is made from 100% vegan leather and twill lining and comes packaged in a 100% cotton drawstring bag with screen-printed logo.
Despite its popularity, the bag, which redefines ‘affordable luxury’ retails between $150 and $ 257.
Last year, the label scooped the Fashion Design of 2020 award from London’s Design Museum.
“Telfar is a firm who have managed to really redefine the relationship between themselves and their customers, so much so that owning a Telfar bag is not just owning a brilliant product, it’s about making a vote for things to be done differently,” Emily King, guest curator at the Design Museum, said after the announcement.
“Telfar have redefined what luxury means and, in an era where true luxury is having a functioning health and social security system, I think their slogan – ‘Not for you, for everyone’ – rings very true.”
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