Telfar’s “Downsizing” Announcement Was Actually Genius

Telfar just pulled off one of their best marketing moves of the year. On Friday 17th July, the brand posted a statement announcing it was “severely downsizing,” citing tariffs, shrinkflation and the wider decline in support for Black-owned businesses. The girls were shaking — given everything happening across the industry right now, people believed the news.

All jokes aside, Telfar wasn’t shutting down. The brand was launching a new tiny, tiny bag. Introducing the new Baby Bag Charm, a shrunk-down version of the iconic Shopping Bag. The bag is just over 10cm wide, same silhouette, zip closure, stamped with the Telfar logo branding.

The bag drops in 14 colourways retailing at $78, available online now with an in-store release at Telfar’s NYC flagship the following week.

PHOTO CREDIT (ALL IMAGES): TELFAR