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  • Writer's pictureClaudio Fibonacci

Why All the Fuss? The Resurgence of Fur in Fashion and Beyond

Why Is Fur—Real and Pretend—Everywhere Again?

Why Is Fur—Real and Pretend—Everywhere Again?

At first, it just felt like a TikTok trend: Gen Z and millennials wearing vintage fur or faux-fur coats to incarnate the so-called mob-wife aesthetic—an ostentatious mafioso style that takes cues from Carmela Soprano and The Godfather’s Connie Corleone. Then it felt like a celebrity stunt moment: Kendall Jenner and Hailey Bieber wearing shearling coats in Aspen, Ice Spice wearing repurposed fur to the 2024 Grammys, and Kim Kardashian stepping out in a matching fuzzy Prada set—all within a few months of each other.

The Resurgence of Fur in Fashion

  1. Fur appeared in Louis Vuitton men’s collections and various runways during Fashion Weeks.

  2. Real fur made a surprising comeback despite previous bans by luxury conglomerates and retailers.

  3. Fur has historically been a symbol of social status and luxury.

The Ethics and Sustainability of Fur

While fur has a long history as a luxury material, its resurgence raises ethical and environmental concerns. Real fur production involves the killing of animals, but when used in a slow-fashion approach, it can be a sustainable resource. On the other hand, faux fur, while cruelty-free, is often made of non-biodegradable materials.

The Future of Fur in Fashion

Designers and brands are exploring innovative solutions such as lab-grown fur fibers and alternative materials like sheared cashmere and marabou feathers to mimic fur textures. The industry is at a crossroads, balancing consumer demand for luxury with ethical and sustainable considerations.

Consumer Influence on Fur Trends

Consumer preferences play a significant role in shaping the fur industry. Gucci’s ban on fur and Net-a-Porter’s removal of furs from their website reflect a shift in consumer attitudes towards fur. The choice between real and faux fur ultimately lies in the hands of consumers.

In conclusion, the resurgence of fur in fashion reflects a complex interplay of history, luxury, ethics, and sustainability. As the industry navigates these challenges, the future of fur remains a topic of debate and innovation.


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