How Telfar Clemens is Redefining Luxury Fashion
Releasing items at wholesale, Telfar's Live Price model proves that cool isn't synonymous with cost.
Telfar Clemens is once again rewriting the rules of luxury fashion.
Since the inception of his namesake brand Telfar in 2005, the designer has epitomized the slogan, “It’s not for you—it’s for everyone.” Clemens disrupted a gatekept industry with his affordable vegan leather shopping tote, affectionately dubbed the “Bushwick Birkin.” Being Black and queer, the designer hasn't historically fit the mold of a luxury fashion designer. Clemens' desire to forge an egalitarian definition of luxury has materialized throughout his brand's many innovations. In 2021, we tuned into Telfar TV, while last year brought us the beloved Bag Security Program. March 27 was the launch of Telfar Live Price, and it is unequivocally the brand’s most inclusive strategy to date.
Excluding designer collaborations, Telfar apparel retails from $60 to $525—well, for now at least. On Monday, items were released at wholesale, after which prices are raising every second until they sell out. Wherever it may land, a piece's selling price will become its new retail value going forward. Based on consumer demand, this strategy does not necessarily mean items will become more expensive. In fact, with some pieces already settling around $70, it could mean quite the opposite. Selling speed dictates price, so more desirable items will sell out the quickest and subsequently be priced the lowest. Since sought-after luxury fashion usually carries the highest price tag, this is an unprecedented means of increasing access. “Many brands use price as a barrier to entry,” says Clemens. “I never wanted that for my brand."
The Live Price Collection includes split jeans, sweatpants, and Telfar’s signature logoed hoodies. Clothing drops will occur weekly from now until April 24. With the brand's high-profile wearers including the likes of Bella Hadid, Selena Gomez, and Beyoncé, it will now be possible for the average shopper to join their ranks. With exclusivity being the basis of luxury fashion, this is obviously quite the contradiction. If an item is less expensive, is it less of a luxury? If everyone has it, is it less cool? Clemens doesn’t seem to think so. Quoting Telfar's press release, “This is the future—don’t be late.”
