Who runs the fashion world? Beyonce – now hailed as the 'queen' of streetwear

Searches for Telfar increased by 500% compared to the daily average the day after Beyonce's appearance on the streets of Brooklyn with the brand's bag. Photo: AFP

If brands spend millions of dollars hiring celebrities for campaigns and collaborations, it's because they contribute – greatly – to boosting their sales. And when it comes to this game, Beyonce can boast of being one of the world's most influential stars, especially in the field of streetwear.

This was seen in the social media frenzy that followed her appearance in the streets of Brooklyn carrying a Telfar bag.

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Already popular, the Telfar brand – helmed by designer Telfar Clemens – has quickly become one of the hottest labels to watch.

As well as offering fashion that's in tune with changing times – it's accessible, non-gendered and inclusive – the brand is also doubling down on innovative projects, like launching its own television channel.

Still, that isn't likely to prevent the brand from appreciating the unexpected help of Queen B, aka Beyonce, who, during a lunch with Jay-Z, stepped out showing the world her white Telfar shopping bag.

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It proved a real publicity boon for Telfar Clemens's label, which was the subject of much social media hype and saw its popularity grow even more.

According to the latest report from StockX, searches for Telfar increased by 500% compared to the daily average the day after Beyonce's appearance on the streets of Brooklyn, with the platform noting that traffic and transactions remain high two months after the high-profile outing.

And the Halo singer isn't the only personality capable of influencing streetwear purchases and sales.

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Cardi B, for example, is no stranger to the game – her capsule with Reebok Club C having generated a 510% increase in transactions on StockX – while the mere mention of Travis Scott's name can push up the average price of a collection.

In fact, the average price premium for Travis Scott x Fragment gear on the platform proved nearly 100% higher than all the brand's other apparel. – AFP Relaxnews

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