The year 2018 goes down in the fashion history books as huge in the fight for a fur-free fashion industry. Magazine editors, designers and consumers are all being challenged to put animal welfare before fashion and profits.
London Fashion Week, along with the following luxury brands, are among many organizations that are now anti-fur: Burberry, Calvin Klein, Coach, Gucci, Georgio Armani, Hugo Boss, Jimmy Choo, Michael Kors, Prada, Ralph Lauren, Stella McCartney, Tom Ford, Tommy Hilfiger and Versace.
There is good news for those who love the look and feel of fur. You can still be chic, while doing your part to promote sustainable fashion. We chat with Gilat Shani, owner of Unreal Fur, a brand loved by celebrities and fashion influencers. It is currently stocked in Free People, Bloomingdales, Saks Fifth Avenue and Farfetch, to name a few.
What is Unreal Fur?
Unreal Fur is faux fur, an ethical option for the fashion savvy, with a clean conscience. All real furs have an Unreal Fur alternative, in terms of textures and colors.
How did your brand get started?
Unreal Fur emerged in 2011 as a fashion-forward brand, the first to be totally devoted to cruelty-free, faux fur. It started as a family business after many years of experience in the Australian fashion industry.
Why is it important for people to consider going fur-free?
The world is becoming more transparent and global. We are much more interested and aware, and care about who we are and the impact of the choices we make. Wearing a dead animal skin is off-putting, to say the least. Going fur-free doesn’t compromise fashionability. It expands the options, in terms of textures, colors and price, which makes it affordable and fun.
What is your message for those who may equate the term “unreal” with cheap?
Those days are over. Fake fur was cheap and costume-like. Technology brought us forward. At Unreal Fur, I design with the softest faux furs made of the latest yarns developed to emulate real furs. One of our challenges is actually to convince and reassure customers that our faux furs are not real.
Who is your typical customer?
A stylish, confident woman who knows how to have fun with fashion without taking it too seriously. Someone who is ageless, from anywhere on earth, is aware and cares.
