TASK:
Make Telfar the most talked about brand at New York Fashion Week (NYFW) with a social media campaign
INSIGHT:
Gen Z and Millennials don't just wear fashion—they use it to find their people.
BIG IDEA:
Put community first. Put self-expression first. Put the bag first.
TAGLINE:
#TELFARFirst
RESEARCH:
71% of Gen Z prefer brands that promote diversity and inclusion. (Impact Plus)
71% of LGBTQ+ consumers are more likely to interact with an online ad that authentically represents their sexual orientation. (Think With Google)
STRATEGY:
To make Telfar the most talked-about brand at NYFW, we tap into the shared values of Telfar and Bob the Drag Queen: community, self-expression, and inclusivity. Through a collaboration with Bob and House of BOB, we turn the viral “Purse First” moment into a social movement that invites everyone to participate.
The campaign kicks off with Bob unveiling new bag designs across New York, sparking UGC through fans recreating the iconic “Purse First” walk. Limited-edition bags inspired by LGBTQ+ pride flags celebrate the communities that have helped define the brand. At NYFW, a ballroom-inspired runway featuring queer, size-inclusive, gender-diverse models and drag performers brings the collaboration to life, showcasing fashion as a celebration of identity and belonging.
By putting community first, Telfar becomes more than a fashion brand—it becomes the conversation.
