The Modern Face Of Fur
"IN RECENT TIMES, FUR HAS CHANGED BEYOND BELIEF. OUR CAMPAIGN AIMES TO COMMUNICATE THIS CONTEMPORARY FACE OF FUR IN A FUN, UPBEAT WAY." - Mark Oaten, IFF CEO
Photo via Instagram by @andreajankeofficial
'Behind The Scenes' at the #FurNow
shooting last June in Paris, Bryan Boy wearing
a fabulous vintage intarsia mink coat Mexican wall art inspired
by Sprung Freres, Paris, created in the early nineties.
shooting last June in Paris, Bryan Boy wearing
a fabulous vintage intarsia mink coat Mexican wall art inspired
by Sprung Freres, Paris, created in the early nineties.
IFF (International Fur Federation) has launched the worldwide global #FurNow Ad-Campaign to help globally communicate 'the modern face of fur' and to break down stereotypes around what fur is and who wears it! The #FurNow campaign launched at October 1st, includes social media, blogger outreach, video, mobile and gifs! The campaign is built around images of men and women wearing beautiful, contemporary fur items in eye-catching, sometimes suprising ways, all designed for sharing online.
The IFF has worked with Bryan Boy (www.bryanboy.com) and Gala Gonzalez (www.amlul.com) using their social media platforms to push out comments and pictures of their experience to generate interest in the campaign and fur more broadly amongst their huge audience of followers. Just one ‘selfie’ posted by Bryan Boy wearing a purple hooded Kenzo jacket used in the shoot generated 7,720 likes. Fur Europe/IFF also saw over three million impressions of the hashtag #furnow during the two days of the shoot and generated over 50,000 likes on instagram over the same period.
IFF states, “The focus on digital communications represents a significant departure for the industry which has tended to rely on traditional above-the-line media.” This digital campaign endeavors to increase more “buzz” as it follows the fur trend seen in fashion this Autumn/Winter 2014. IFF hopes this will generate interest in the campaign and spread the word that Fur is Now!
Discover the 'Fur Now' campaign video and backstage moments at the end of this post!
LoL, Andrea
#FurNow -The concept is simple – fur is
everywhere, fur is now - so the IFF wanted to show fur in lots of different
everyday scenarios, whilst still keeping in mind where fur comes from.
The campaign's look is young and fresh and will be eye-catching both in
the videos they are producing and as still images in a print publication.
For
the shoot, the IFF collaborated with stylist Georgia Pendlebury. Georgia was
great in getting a good selection of fur that was young and current
for this season, and included brands such as Aquilano.Rimondi, Jean Paul Gaultier,
Giambattista Valli, Kenzo, Dries Van Noten, Elie Saab, Matthew
Williamson and Manish Arora. Here some backstage impressions of the shot - enjoy!
Discover 'FUR NOW AROUND THE WORLD'
Selections by ANDREA JANKE Finest Accessories
Photo Credits/Sourec: WeAreFur (IFF)
Art Director: STAconsulting
Cinematographer: Kaname Onoyama
Photographer: Alberto Cabrera
Cinematographer: Kaname Onoyama
Photographer: Alberto Cabrera
Stylist: Georgia Pendlebury
Models: Awa Ceesay // Monica Cima // Emelie Fredengren
// Talisa Quirk // Abdoulay Barry
// Talisa Quirk // Abdoulay Barry
Garments worn on all the pictures and in the video:
Preen // Gaspard Yurkevich // American Apparel // Manish Arora // Furla
// Anne-Sophie Madsen // Yves Salomon // Wali Moahammed Barrech
// Sprung Freres // Cast // Elie Saab // Matthew Williamson // Kenzo
// New Era // ASSK // Guerlan Jeans // Todd Lynn // Aqualino Rimondi // Falke
Preen // Gaspard Yurkevich // American Apparel // Manish Arora // Furla
// Anne-Sophie Madsen // Yves Salomon // Wali Moahammed Barrech
// Sprung Freres // Cast // Elie Saab // Matthew Williamson // Kenzo
// New Era // ASSK // Guerlan Jeans // Todd Lynn // Aqualino Rimondi // Falke
More To Love ...
Models appeared on the catwalk wearing pleated skirts, lone sleek leather trenches, floor-sweeping gowns, roomy dresses decorated in bugle beads, as well as bulky coats and bubble-skirted slipdresses. Designer also played with textures offering occasionally dark and light looks. All in all, Lanvin's fall season is about fur-embellished power woman who is self-confident and keeps moving elegantly.
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