Bottoms do not want: social media users are forcing brands to abandon the production of natural fur

This movement – to force manufacturers to completely abandon the use of natural fur – has been waiting in the wings for a long time, and now it seems that the pendulum has finally been swung.

The first brand to stop using animal fur was Hugo Boss in 2016 example HB followed Armani, Michael Kors, Versace, Gucci and Maison Margiela (however, only after the creative director of the brand got a dog), and recently Burberry announced its plans to stop using real fur in its products. The rest of the brands are simply forced to respond to public opinion. Thanks to social media.

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Faux fur sweater - fashion trend

Almost all brands attract public figures, celebrities and bloggers to advertise their products; brands also motivate stars to post their photos on social platforms. However, it costs LOM advertise put on something made of natural fur, angry and condemning comments instantly appear under the post. In addition, depending on popularity, a blogger instantly loses from several hundred to tens of thousands of followers on Instagram, Facebook and Twitter. A brand whose product was promoted by an opinion leader is blacklisted by animal advocates and then urged users to boycott it.

Representative of the PETA movement [People for the Ethical Treatment of Animals] Joanna Fuos believes that thanks to social media and email marketing, her like-minded people were able, firstly, to unite, and, secondly, to launch many large-scale campaigns against the use of natural fur.

For example, a year before Michael Kors declared not to use fur skins in his production, he received over 150,000 emails from activists PETA from around the world. Thanks to technology and social platforms, today activists do not need to come to fashion shows and picket there with placards in their hands. To achieve a much greater effect, and what is important, at virtually no cost, now you can even stay at home sitting at the monitor, or just with the phone in hand.

Instagram is the modern battlefield

Most of the debate about how ethical and humane it is to use natural fur in production takes place on Instagram today.

Professional fashionistas and fashionistas are less likely to wear natural fur coats to fashion shows. They don’t want their fans to see them in fur coats in street style shots,” says Emily Tabor, marketing director of the company Amsterdam’s Influencer Marketing Agency. “Those who continue to wear fur receive a lot of negative comments from animal rights activists, which, by the way, are becoming more and more literally every day.”

Heated discussions flare up under the posts, even in those cases when a celebrity declares that from now on he will only wear clothes made of faux fur.

Faux Fur…it’s my new thing ❤️??

Posted by Kim Kardashian West (@kimkardashian)

“We also know that many popular fashionistas receive a lot of personal messages with accusations and insults, and, as a rule, such messages hurt much more than comments like “killer” and “flayer”. Blocking aggressive users and activists is almost useless, because there are too many of them,” says Emily Tabor.

Bella Hadid in a mink coat

Paris is a trendsetter for natural fur products

However, fur coats and coats made of natural fur have not left the fashion catwalks. Industry assets, according to International Fur Federation, were estimated in 2016 at no less than 30 billion US dollars. And despite the fact that natural fur products were not presented at London Spring-Summer 2019 Fashion Week, they can be seen in a wide range during Paris Fashion Week.

French luxury brands continue to invest in fur products precisely because may they are luxurious. Like it or not, one of the main tasks of a fur coat is to emphasize the status of its owner.

And, despite the fact that many companies are reducing fur production, none of the major market players – Hermes, Dior and Chanel— do not even plan to invest less in furs. So, despite the fact that at the shows of the collection Burberry Indeed, there were no natural fur coats, short fur coats and fur coats, these products continue to be sold in the brand’s brand stores.

Men's faux fur coat.  Street style

Why? Because real changes – a complete rejection of the production of products from natural fur and leather – will occur only when the consciousness of the buyer changes and he stops to pay for fur and natural leather. In business, whatever one may say, it all depends on the end user and his level of awareness. As soon as public opinion is entirely on the side of animal rights, chinchilla coats and ostrich leather shoes will disappear from the shelves once and for all.

See also: Yoox Net-a-Porter refuses to sell things with natural fur

Online stores sold natural fur under the guise of faux fur

How to wear a faux fur coat

Moncler down jackets: chic and comfort

Faux fur coat

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