I CHOOSE NATURAL

Are you making the responsible choice?

Natural fur is a material with a timeless story. Thoroughly contemporary but infused with centuries of tradition, it’s becoming increasingly popular for its unparalleled versatility, wonderful tactility, and eternal style credentials.

Today, natural fur is a clean, sustainable material with less impact on the environment than plastic fur. The fur industry generates millions of jobs from farming in rural communities to skilled craftspeople in cities across the globe, and is both responsible and highly regulated, ensuring that sustainability is at the core of all principles.

Meet a set of eight young creative talents who all choose to work with fur, and who all demonstrate different aspects of fur’s unique blend of rich heritage and modern appeal. From industry insiders to haute couture designers, fashion bloggers to 4th generation furriers, the allure of fur has never been stronger, for both consumers and creatives alike. It’s time to make the responsible choice.