Anais Pouliot models wearing Burberry, Salvatore Ferragamo, Osman, Fendi and Utzon.

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.

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.

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.