The International Fur Federation launches FUR NOW 2016 global campaign at Milan Fashion Week.
Visit thisisfurnow.com for the full campaign.
24 September 2016: The International Fur Federation (IFF) has today launched its annual FUR NOW campaign during Milan Fashion Week.
The IFF revealed its latest campaign in collaboration with Vogue Italia – to a large crowd of influential designers and journalists across the fashion industry.
A beautifully shot video sits at the heart of FUR NOW. It features four different women in a series of city landscapes from around the world showcasing key trends and designs – cool, glam, casual and sportswear. We see each woman from behind, dressed in a different fur item at a different moment in her day. The message is that fur can be worn from morning to night, in a range of formal and informal situations. In a clever twist, the ad finishes by revealing that the four women are actually one woman who has cleverly explored her different personas using the playfulness and versatility of fur to complement her different moods and styles.
The campaign officially launches on 24th September with digital and social activity. The video and online creative will run across channels including Vogue.com and WWD.com, complemented by social media advertising and activity across YouTube, Instagram and Facebook.
The campaign portal (www.thisisfurnow.com) also features all the FUR NOW campaign assets, together with full information on each outfit included in the campaign and where to buy.
FUR NOW also includes a global print campaign running across fashion titles including: Vogue, Elle, Cosmopolitan, Harper’s Bazaar, Tatler, Marie Claire, and Glamour as well as local titles.
In the week leading up to the big reveal, the IFF teased audiences with an exclusive peek behind the scenes of the campaign and clues to this year’s theme. Videos and photos from behind the scenes and short 15 second teaser videos were pushed out each day across the IFF’s Instagram, Twitter and Facebook pages, offering audiences a sneak peek. Posts focused on a close-up of each garment, capturing the beautiful movement of each fur piece. The build up to the launch aimed to generate online conversations and promote its hashtags; #ThisIsFurNow and #FURNOW16.
The fur items featured in the campaign include fox and mink, with beautiful pieces from the AW16 collections of Salvatore Ferragamo, Burberry, Fendi, Osman, Ih Nom Uh Nit and Utzon.
Mark Oaten, CEO of IFF, said: “Fur is one of the strongest statement pieces in anyone’s wardrobe. Thanks to new techniques and innovations across the industry, it has never been more popular with both designers and consumers alike. Our FUR NOW campaign is here to demonstrate that fur is for every occasion and for everyone, whether you’re looking for a head turning-colourful piece, a fun accessory, or something sophisticated and grown up.”
The campaign was created and executed by Parisian agency Kitten.
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About The International Fur Federation (www.wearefur.com)
The International Fur Federation (IFF) is the voice of the fur trade. Its CEO is former Member of Parliament and Member of the Council of Europe, Mark Oaten.
Formed over 60 years ago, the IFF protects the fur trade’s interests, promotes innovation and high standards and presents a factual image of the fur industry.
The IFF represents 49 national fur trade associations and organisations from 38 countries. Members are drawn from the entire fur supply chain: farmers, trappers, auction houses, merchants, brokers, buyers, dressers and dyers, designers, manufacturers, wholesalers, marketing organisations and retailers. In addition to the national member associations’ offices, there is the IFF HQ in London and subsidiary offices in Beijing and Brussels.
The IFF promotes strict codes of practice that meet or exceed established and accepted standards for animal welfare, for wild and farmed fur. The IFF supports and encourages the introduction of animal welfare legislation that is based on sound scientific research and other practical considerations, around the world.
Concept and production: Kitten Paris
Photography: Laurent Humbert
Film production: Julien Pujol
Cast: Anaïs Pouillot @ Elite Paris
Stylist: Georgia Pendlebury