This year the FUR NOW campaign will unfold in four stories released separately through the year. Each story is individually themed and crafted so the overall campaign can represent the global fur industry and appeal to the diversified fashion sense of its customers.
Releasing each campaign assets through the year will ensure a high visibility of
fresh fashionable fur content being pushed out for the next 12 months.
The first story shares a glimpse of an Italian high fashion stylist’s busy day, styling a fashion shoot with fabulous fur outfits & accessories. The Fashion is quite Spring Summery with light layers & colors. The aim is to show ‘season-less’ fur in a stunning summery set. It will be released in June 2017.
The second story is of a fashionable and colourful Asian student popping in her favorite Atelier to get some advice on fur fashion and colours and perfects her own designed project ready for a final model fitting. The Fashion is a bit more edgy, experimental and colorful. The story brings out an element of craftsmanship and sustainability. It will be released in September 2017.
The third story follows a confident American lady into a shopping spree with high opulence & decadence as her every need gets met in the boutique! The Fashion is Autumn and Winter with warm colours & tones. The story has an element of gifting and will be released in November 2017 coinciding with Black Friday in the US.
The fourth story depicts a British Rapper who has just arrived into a swanky hotel suite to get fitted by the designer himself right before stepping into the front row of a Fashion Week. The fashion is a bit more preppy cool with a touch of hipster. It will be released in January 2018 coinciding with the London Men’s Fashion Week.
The campaign will be optimised through the year in social media, online and in print and will be made available to all IFF members to push on their own promotion channels. All 4 campaigns will also be featured on VOGUE.COM.