Call it the Beyoncé effect. When the superstar mentioned the brand Telfar in her new song “Summer Renaissance,” off the album Renaissance, search results for Telfar and its signature bags jumped way up.
According to designer resale site The RealReal, views of Telfar items increased by 85% in one day. They attributed the spike to Bey’s reference to the brand in her new song. The exact line is “So elegant and raunchy, this hot couture I’m flaunting/This Telfar bag imported, Birkins, them sh*ts in storage/I’m in my bag.” The RealReal also reports that they compared Telfar search results to the last weekend of July 2021 to this year’s and found that “item views for Telfar have more than doubled — up 131%.” Wow!
Kelly McSweeney, Women’s Merchandising Manager at The RealReal, added “The spotlight on the brand is holding strong; five days following the album drop, we’re still seeing Telfar item views are up 62% versus the week before.”
Telfar and its beloved bags, designed by Telfar Clemens, have swiftly become one of the most notable and relevant designer brands, in part because of the extremely popular, stylish yet accessible bags. The bags used to sell out immediately on drop day, often to resellers and bots, but the brand instituted a Bag Security program in 2020 to ensure that everyone who wanted one had a chance to pre-order their favorite Telfar tote. In 2020, Telfar won the CFDA Award for American Accessories Designer of the Year and the bags have continued being massively popular since.
Speaking on the brand’s fame, McSweeney shared, “Even prior to Beyoncé’s album release, Telfar has already had a tremendously strong performance on The RealReal, due to its limited quantities on the primary market and loyal customer following; in addition to Beyoncé, Zoe Kravitz, Dua Lipa, and Selena Gomez, amongst others, are all notable brand fans. Their bags, depending on the size and colorway we’re looking at, can sell for up to three times their retail value on The RealReal. While it isn’t likely the brand’s (already incredibly high) resale value will climb even further, Beyonce’s name drop does reinforce Telfar’s staying power as an ultimate ‘it brand.’ We expect to see strong demand for Telfar continue for the long term.”