Saturday 24th September 2016

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 Exciting launch of 2016 FUR NOW Campaign!




Fur is versatile, perfect for many different occasions, both formal and informal. It appeals to everyone. As this year’s global campaign clearly shows!

It is centred on a beautifully shot video that tells a story: We see four different women in a series of city landscapes from around the world wearing fur as part of very different looks – cool, glam, casual and sportswear. We see each woman from behind at a different moment in her day. The mood is very mysterious. Who is this woman? Where is she going? Who is she meeting?



The key campaign 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 various personas using the playfulness and versatility of fur to complement her different moods and styles.

In addition to the video, there are:

  • Print ads running across Vogue, Elle, Cosmopolitan, Harper’s Bazaar, Tatler, Marie Claire, and Glamour. The ads will launch in the November issue of each magazine, out on the newsstands in early October.
  • The BFTA is running an ad in the December edition of UK Tatler.
  • An online campaign featuring the video and digital ads and will run across a range of titles and channels including,, YouTube, Facebook and Instagram