New York-based fashion brand Telfar celebrated its 20th anniversary with an electric and inclusive runway event over Juneteenth weekend, reaffirming its identity as a pioneering force in democratizing fashion. Held on June 22, 2025, in SoHo’s Cortlandt Alley—behind the brand’s flagship store—the show transformed an urban setting into a pulsating display of style, music, and community. This milestone marked the first major runway show from the brand in nearly five years, timed symbolically with the nation’s Juneteenth celebrations.
Founded in 2005 by Liberian-American designer Telfar Clemens, the eponymous label has built a loyal following through its commitment to accessibility, gender-fluid design, and social impact. Over two decades, Telfar has reshaped the landscape of American fashion, known especially for its best-selling vegan leather Shopping Bag—dubbed the “Bushwick Birkin”—which has become a status symbol not through exclusivity, but through community appeal and cultural resonance.
The 20th anniversary runway event embodied the brand’s ethos. Models strutted down the alley in a variety of designs ranging from classic silhouettes to experimental forms, made with bold fabrics and colors that reflected both past collections and future innovations. Many of the garments were shown with price tags, an intentional reminder of the brand’s transparent and accessible pricing model.
Clemens’s decision to stage the show during Juneteenth weekend was more than a scheduling choice—it was a pointed nod to the brand’s deep cultural roots and enduring message of Black empowerment and independence. “This wasn’t just a show,” Clemens noted in pre-show materials. “It was a declaration of how far we’ve come—and how we’ll keep moving on our own terms.”
One of the standout features of this anniversary event was its “New Models” campaign—a democratic casting process conducted via Telfar’s TELFARTV platform. In an innovative twist, everyday fans, family, and friends were invited to apply and were voted in by the public, bypassing traditional model agencies and casting directors. This live-streamed process reinforced the brand’s core philosophy: fashion for everyone, not just the elite.
Spectators were seated within arm’s reach of the runway, breaking down traditional fashion barriers and creating a more intimate and participatory atmosphere. This setup also echoed the DIY spirit of early Telfar shows, where community, not industry status, was the primary ticket.
Udo Salters Photography, known for capturing diverse cultural events, documented the show in a way that highlighted the diversity and spirit of Telfar’s extended family. The images captured not only the fashion but also the emotions and cultural energy that have long defined the label.
High-profile attendees included longtime supporters such as Solange Knowles and singer Kelela, as well as a host of influencers and creative figures from fashion, music, and art. Their presence underlined Telfar’s relevance across both mainstream and avant-garde spheres.
Since launching out of Queens, Clemens has built Telfar into a fashion powerhouse without conforming to the traditional structures of the industry. The brand has frequently rejected the Fashion Week calendar in favor of independent presentations, and instead of relying on third-party retailers, it has prioritized direct-to-consumer channels, including its own innovative pop-up experiences like the “Bag Security Program” and the digital-first “Bag Bar.”
Over the years, Telfar has also used its platform for broader social initiatives. Collaborations with White Castle and other partners have raised funds for bail assistance programs, and the brand has continuously amplified marginalized voices within the industry.
Looking ahead, Clemens teased further expansions for TELFARTV, deeper retail integrations, and more immersive events that blend art, commerce, and activism. The anniversary show, while celebratory, was also a blueprint for what Telfar envisions as the future of fashion: decentralized, authentic, and deeply rooted in community.
In many ways, Telfar’s 20th anniversary celebration was more than a runway show—it was a cultural moment. It celebrated not just a brand, but a movement that has challenged what it means to be fashionable in America. As it enters its third decade, Telfar remains committed to proving that style, substance, and social change can walk the same runway.
