designer shopping bags music video

For the most part, last year's biggest shopping trends were pretty easy to predict. From tie-dye sweatsuits to the nap dress, we were looking for items that would keep us comfortable while we stayed home and adjusted to our new normal. So when the Telfar Shopping Bag became one of the most wanted accessories of the year, it was somewhat surprising.

While other luxury brands struggled as the economy took a serious hit, Telfar, helmed by Liberian-American fashion designer, Telfar Clemens, seemed to have its best year yet. The global fashion shopping platform Lyst revealed in its Year in Fashion Report at the end of 2020 that searches for the brand saw a 270 percent increase week-on-week since August.

Telfar makes a variety of products, from shoes to apparel, but none are quite as popular as the cult-favorite Shopping Bag. It ranges in price from $150 to $257 and is nearly impossible to get, since each iteration always sells out almost as soon as it's released.

Today, however, anyone who has the item on their wishlist will get the rare opportunity to add one (or a multiple) to their closet, as Telfar just launched its third Bag Security Program. Here, we're breaking down what you need to know about the bag's popularity and how you can get one for yourself.

Why are Telfar bags so popular?

Clemens started the business back in 2005 and launched the bags in 2014. But it wasn't until more recently that things really took off. In 2020, the brand (and the Shopping Bag specifically) had some of its biggest moments to date. Then, Clemens earned industry recognition when he won the American Accessory Designer of the Year award from the Council of Fashion Designers of America and the brand got love from celebrities who were spotted toting the bag around, adding to its appeal.

And then Oprah gave it her official seal of approval. She named it one of her "favorite things" of 2020. Following that announcement, the brand launched the bags on Amazon for the first time ever — of course, they sold out almost immediately afterward.

While the bags have become big among well-known names, at the same time the brand, which uses the slogan "not for you — for everyone," has been lauded for its focus on inclusivity, something that you don't always find in the world of high-fashion — and that has created legions of supporters. In fact, in March, Telfar fans came to its defense when Guess' G-Label Tote bag used a logo and design people felt was too similar to Telfar. The handbag licensee of the Guess tote, Signal Brands, later announced it was discontinuing the bag.

The Shopping Bag has been dubbed the "Bushwick Birkin," thanks to its popularity with the Brooklyn crowd. Marketing campaigns for the company showcase diverse faces, and the low price point makes it feel more accessible. Sure, starting at $150 the bags seem much more expensive than your average purse, but when compared to other designer bags, like those from Birkin, they're practically a steal.

How can you get a Telfar bag?

For a long time, the only way to get one of the brand's coveted bags was by waiting for Telfar to announce a restock and hoping that you'd be able to add one to your cart quickly enough to make the purchase. But just last month, the brand announced the debut of Telfar TV, a streaming network that will serve as the main destination for all future bag drops (or "drips" as they're now being called). QR codes are randomly broadcasted on the channel, which leads viewers to a link to purchase the bag. The idea is that the new process will ensure bags get in the hands of actual fans as opposed to bots (which has been a problem for the brand in the past).

But by far the easiest way to score a bag is through Telfar's Bag Security Program. And today, the brand is bringing the event back for the third time. For just 36 hours, starting at 12 p.m. ET on Oct. 5 and ending at 11:59 p.m. ET on the 6th, customers can go to the Telfar site and order the Shopping Bag in any size, color and quantity. Unlike the brand's usual drops, where there are only a limited number of bags available, during the event, any bags that are ordered will be custom-made. After the event, the company will begin production and the bag is guaranteed to ship by March 31, 2022. Since each one is being specially made, there are certain restrictions, so you won't be able to make changes to your order or get a refund after you've made your purchase.

Each bag is made from vegan leather and features both cross-body straps and handles so it can be worn multiple ways. It comes in a variety of colors and blends fashion and function, thanks to the sleek design featuring the now-iconic Telfar logo and a decent amount of carrying space. (The medium can hold a laptop and a few other items, while the large is roomy enough to be used for a weekend getaway.) You can find more details on the Telfar site, but below we're highlighting a few popular options that you'll be able to preorder starting today.

Telfar Shopping Bag Small Black

Telfar Shopping Bag Medium Red

Telfar Shopping Bag Large Tan

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Emma Stessman

Emma Stessman is Shop TODAY's Editorial Assistant.