The brief
Make Telfar the most talked-about brand at New York Fashion Week.
Create a social-first idea that embodies Telfar’s purpose: “Not for you, for everyone.”
Telfar · Social-first campaign
Certified TelfieWhat if Telfar gave away the one thing every other luxury brand protects?
Telfar gives its logo to the people and turns fan-made fashion into official fashion-week conversation.
Concept campaign · Not commissioned
The insight
Luxury treats the logo like property.
Once a luxury brand earns recognition, it guards that symbol carefully.
The big idea
Certified Telfie
Telfar gives away its logo to spotlight small designers during NYFW.
Fans and emerging designers are challenged to take the Telfar logo and make something new with it.
Step one · Take the logo
Here. It’s yours.
Telfar releases the logo and invites fans and small designers to turn it into their own product.
SketchCutSewRevealPostStep three · Get certified
If it’s hot, it’s Telfar.
Telfar stitches the creator’s video, gives the piece a Certified Telfie stamp, and sends the designer a letter declaring their creation official campaign merchandise.
Proposed activation
Certified
TelfieMade by everybody
TelfieMade by everybody
The certification letter
Your Work Made Official
Let no one tell you any different. Telfar will mail a real letter of certification making the creator’s product into official brand merchandise.
Proposed campaign execution
Certified Telfie
Congratulations. Your piece is now official Telfar merchandise, making you a Telfar collaborating designer.
This piece has been recognized as part of the proposed Certified Telfie project.
For the creatorConcept correspondence
Step four · Sell it
Made by you. Sold by Telfar. Paid to you.
Creators who want to sell their pieces can put them up for auction through Telfar’s website, with proceeds going back to the creator.
Certified TelfieCampaign concept
Logo Loop Bag
One of one · by @MadeByNia
Current concept bid$420
Conceptual interface. No auction or product sale took place.
Final surprise
From TikTok to the runway.
Telfar Clemens’ favorite fan-designed piece is revealed during New York Fashion Week, with the creator’s social handle represented alongside it.
AI-assisted campaign visualization · Proposed execution