February 2020 Issue Apparel February 2020 issue | Page 65

FEATURE
In fact, the possession of fur clothing was not only
a symbol of but a tangible driver of power. After
all, without it, human labour and industry would
not have been able to brave the harsh climates of
North America, Europe, and Russia.
However, by the mid-20th century, fur started
being seen as more of a luxury product and
not necessarily one that was crucial to human
survival. And as the years trudged on, with
the invention of new synthetic materials and
innovations, fur was relegated to the status of an
heirloom, antique, and accessory. It was only in
the 1980s that the usage of fur in clothing began
to garner opposition with the growing awareness
regarding animal rights and environmental
preservation. Backed by the support of celebrities
and groups such as People for the Ethical
Treatment of Animals (PETA), fur soon became a
political topic.
Since then, instances of fur-wearers being
targeted with paint, ostracised socially, or simply
shamed for owning and parading their fur
clothes have become a common occurrence.
But despite the persistent criticism, the global
fur trade did not waver significantly until the
21st century. During these years, numerous
environmental policies came into existence, most
of which were driven by sustainable economic
theories that sought to prevent over-exploitation
of wildlife.
THE LARGEST AND MOST
EFFECTIVE CAMPAIGN
AGAINST FUR HAS BEEN
THROUGH SOCIAL MEDIA.
This shift led to the rise of faux fur, which is
a synthetic substitute of genuine fur. However,
despite these changes, there was no notable shift
in consumer demand. In fact, between 2005 and
2015, the production of fur increased by 65 per
cent, according to the 2015 report of Fur Europe,
an international website that imparts information
on sustainable fur. The largest and most effective
campaign against fur has been through social
media. This approach has changed the mindsets
of globalised and progressive designers,
businesses, and consumers to turn away from
fur. The shift became especially apparent in 2019,
with major brands withdrawing from this space,
and some communities even banning fur outright.
FAUX CHANGE IN FUR?
In 2015, the global fur industry generated US$40
billion in sales. However, the global fur market
was estimated to be only US$33 billion in 2018,
and is losing to the rise of its artificial counterpart.
In that regard, the faux fur market is projected
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