TELFAR — BAG HEIST
BACKGROUND
Telfar’s mission is simple—luxury for all. For Fashion Week 2024, the brand needed to make waves with a campaign that pushes boundaries and invites everyone in.
INSIGHT
Much of the high fashion world is built on the exclusion of its less-affluent trendsetters.
IDEA
For Fashion Week 2024, Telfar will hijack the runway with a virtual heist in Grand Theft Auto, inviting gamers and rebels everywhere to retake fashion from the clutches of corporate execs and return it to The People.
FASHION WEEK HAS COME TO LOS SANTOS.
A week before IRL Fashion Week, gamers can join 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 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 play the challenge 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.
In-game billboard
