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FurNOW’s 2017 Campaign Revealed

Since launching Furinsider in 2011 it has been an especially exciting time to be celebrating fur fashion.  Fur, as it turns out, has reshaped a large swath of the conventional wardrobe and redefined dressing practices. Where fur styles were once allocated to a given time of day and purpose today’s woman (and man) is embracing fur all day long. From uptown looks to downtown style, and casual dressing to formalwear, new adaptations of fur are defying fashion expectations with great flair.

Celebrities of all ages have been at the forefront of the love affair with fur
Celebrities of all ages have been at the forefront of the love affair with fur

This comes as designers embrace the creative possibilities of fur. Innovations in design and manufacturing have allowed them to use fur in more creative ways than ever before. They are exploring texture, color and proportion. They’re shearing fur, dying fur, knitting fur and mixing fur types. In short, they’re challenging conventional thinking about fur and having fun with it, using it effectively to cap off their vision and confirm their luxury branding.

Fendi's Haute Couture Fall/Winter 2017/2018 FurNow Campaign
A model wears a creation for Fendi’s Haute Couture Fall/Winter 2017/2018 fashion collection presented in Paris, France
Saga Fur Lookbook from Fall 2017 FurNow 2017 Campaign
Saga Fur Lookbook from Fall 2017

Fur today is perfect for upping the fashion quotient of jeans, worn as an elegant complement to an evening gown or topping a suit for warmth on the way to the office.  No matter your age or lifestyle, with the wide range of fur fashion today you will find the perfect fur for your unique and individual style statement.   And today’s savvy consumer who is as keenly aware of fashion trends as environmental and social issues, recognizes that fur, as a natural, renewable and sustainable resource is a responsible choice.

Even kids are enjoying the luxurious feel of fur
Even kids are enjoying the luxurious feel of fur
FurNOW streetstyle
streetstyle

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For fall 2017 the International Fur Federation will showcase some of the most exciting and innovative fur fashions of the season in FurNow, their international multi-media campaign.   The campaign is being rolled out in four segments, each reflecting distinctive attitudes and styling to showcase the breadth of fur fashion design and the relevance of today’s fur fashion across a wide range of consumer demographics and lifestyles.

International Fur Federation FurNOW Campaign
The International Fur Federation was established in 1949 and is the only organisation to represent the international fur industry and regulate its practices and trade. The federation promotes the business of fur, establishing certification and traceability programs on welfare and the environment. It is also committed to supporting young designers and retailers who intend to go into fur and fashion.

The first segment titled “Italian Stylist” was launched in June in Vogue Italia.  Featuring a collection of dramatic intarsia and multi-fur looks, the message of craftsmanship, luxury and innovation was clear.  For those who take dressing seriously, these bold fur looks will allow them to create a powerful and confident individual style statement.

The "Italian Stylist" FurNow 2017 Campaign images
The “Italian Stylist” FurNow 2017 Campaign images

The "Italian Stylist" FurNow 2017 Campaign images The "Italian Stylist" FurNow 2017 Campaign images The "Italian Stylist" FurNow 2017 Campaign images The "Italian Stylist" FurNow 2017 Campaign images

Next up was the “Asian Student” campaign promoted globally via social media and in print.  The modern, youthful appeal of fur burst forth in brightly colored sporty silhouettes with an edgy street vibe.  This is the fur fashion of a new generation, full of energy and style.

FurNOW 2017 "Asian Student" campaign video
FurNOW 2017 “Asian Student” campaign video

FurNOW 2017 "Asian Student" campaign video FurNOW 2017 "Asian Student" campaign video FurNOW 2017 "Asian Student" campaign video FurNOW 2017 "Asian Student" campaign video

Sophisticated sport-luxe defined the “American Woman” campaign launched the first week in November in Elle US as well as international editions of Elle, Cosmopolitan, Harper’s Bazaar and Vogue. These were fur fashions with a distinctly cosmopolitan feel and a subtle elegance that suggested quiet luxury and effortless style.

The third final phase of the FurNow campaign, is “American Woman” theme
The third final phase of the FurNow campaign, is “American Woman” theme

The third final phase of the FurNow campaign, is “American Woman” theme The third final phase of the FurNow campaign, is “American Woman” theme The third final phase of the FurNow campaign, is “American Woman” theme The third final phase of the FurNow campaign, is “American Woman” theme

The final phase of the FurNow campaign, “British Rapper” will launch in January, 2018 in Vanity Fair UK among other print and social media platforms.  The men’s and women’s looks in this campaign reflected a downtown vibe, strong and powerful and steeped in luxury.

The final phase of the FurNow campaign, “British Rapper” will launch in January, 2018
The final phase of the FurNow campaign, “British Rapper” will launch in January, 2018

The final phase of the FurNow campaign, “British Rapper” will launch in January, 2018

For fall 2017 designers pushed the creative envelope to expand the possibilities of fur and deliver bold and exciting statement looks with a fresh, modern appeal.  That’s FurNow!