TELFAR
BAG HEIST
For Fashion Week 2025, Telfar—a luxury brand rooted in inclusion and accessibility—needed a bold but authentic way to introduce its iconic tote to a new audience.
Since gamers also have a flair for rebellion, fashion, and finesse, let’s launch a full-scale GTA heist. As guests enjoy Fashion Week IRL, players could score their very own Telfar by hijacking the virtual runway.
OOH posters
FASHION WEEK HAS COME TO LOS SANTOS.
A week before Fashion Week IRL, Telfar will begin recruiting gamers for GTA Online’s latest heist.
Each day mirrors real-life events: building a bogus security team pre-show, crashing a runway event to snag security codes, hitting a glitzy after-party decked out in couture (and contraband), and ending with a high-speed chase to steal millions in goods.
Complete the mission, and you'll reach a digital marketplace to score your own Telfar bag.
CHOOSE YOUR PLAYER.
Telfar will partner with streamers, challenging them to build a team with their followers to win together.
Streamers will then livestream their progress on YouTube and Twitch over the course of Fashion Week.
By the end, all participants will receive a backstage pass to Telfar’s next fashion show along with their very own Telfar tote bag.
In-game billboard
In-game billboard
In-game billboard