telfar.
SOCIAL
INSIGHT
Millennials and Gen Z want to have a say in their purchases, but fashion’s still run by those dusty old fashion houses stuck in the past.
IDEA
Shake up NYFW and invite fans to experience the brand's upcoming collection firsthand.
EXECUTION
Collaborate with Roblox to launch Telfar’s Co-Created Collection, allowing fans to help design the collection and choose the models who will walk the runway.
BUILDING HYPE
Silhouettes, sketches, and color palettes will hit Instagram and TikTok at the start of NYFW and before the Roblox fashion show, offering a first—look sneak peek into the collection’s vibe.
CASTING CALL
At the start of NYFW, we’ll launch a global casting call on TikTok. You’ll have 72 hours to flaunt your model walk to a Telfar—exclusive track. Top videos uploaded will be featured in the TELFAR TV live stream at the end of NYFW. It’s giving social street casting!
ROBLOX FASHION SHOW
We’ll close out shut down NYFW with a live show streaming on Roblox and TELFAR TV.
Dive into our Roblox fashion show. For 2 hours, you have 5-minute windows to grab new designs for Telfar’s next collection. Styles rotate quickly, so act fast.
Once you’ve got your look, hit the Roblox Runway and let the crowd pick the hottest styles. Top picks will make the collection.
TELFAR TV
Telfar Clemons and friends will host Telfar’s virtual NYFW takeover on the final day of the fashion week. Telfar will watch TikTok casting videos live on TELFAR TV, and the top model walks picked by you in the comments will score early access to the collection.
Not on the runway or making casting vids? No worries—TELFAR TV’s got you covered with live commentary on the Roblox runway show, TikTok highlights, prize giveaways, and all the behind-the-scenes action.
Copywriter: Jordan Wissler
Art Director: Jordan Wissler