How do we introduce telfar’s new shmedium bag to the masses? FOr an iconic brand that pushes the culture forward so much that its influence is even felt in music, we felt it was only appropriate to release a SHMIXTAPE. A vinyl album that’s “not too big, not too small.” perfectly-sized hype for a perfectly-sized handbag.

A collection of songs that name drop Telfar, on a collectible, limited-edition vinyl.

Generating Hype

To generate some buzz, an Instagram post will announce the Shmixtape to Telfar’s dedicated followers.

Telfar will also release a “Shpotify Shmixtape” and “Apple Shmusic Shmixtape” playlist with a link to Shmedium bags to the public for the listeners that prefer the digital age.

The designer, Telfar Clemens, in an exclusive interview with Essence Magazine, will give the scoop about the thought process behind the Shmixtape and tease a special event to come.

Now iT could stop here, But what is the best way to further the rollout of the shmedium bag and shmixtape? A Grand Listening Party.

Social

Telfar’s out-of-home advertisements will be flyer/invitation-inspired ads that describe the details of the listening party.

OOH

It wouldn’t be a popping listening party without the A-list guests. Telfar is going to send a personal gift box to some of the music artists featured in the Shmixtape. Included will be a personalized invitation, a Shmedium bag, and the Shmixtape vinyl.