Not long ago, I was doing some shopping on Instagram, and I saw this fabulous fur jacket posted by one of my favorite boutiques. But a bit of brand loyalty slipped when my eyes casted a glance to the caption – “Ah, it is a faux fur jacket”. I couldn’t help but ask myself, “When did everyone become so proud of their faux fur jackets?” Thinking back to my mom’s golden age, or even just 10 years ago, it seemed to be such a shameful thing to even admit that it is not real fur they are wearing. But all of a sudden, the fur-free trend has swept the fashion universe by storm and a growing list of prominent brands is catching the tide to drop their fur products. Pioneered by prestigious fashion houses like Gucci, Versace and Burberry, and high street fashion chains like H&M, Zara and Gap, these brands are giving out strong statements that fashion can go on without fur. I’ve got to admit that there is no other fashion trend that makes me more excited than this beautiful animal-loving breeze.

I guess everyone should’ve gotten enough of the “Is fur ethical?” debates by now, and answer is of course YES. I am actually so surprised by the animal awareness of consumers today, especially regarding fur. During the street interviews we did with people last week (it was in fact more like a test than an interview, considering they knew nothing about the questions beforehand), I got hit by either “NO”, “Hell no!” or “Ewww no…” for like 20 times regardless of their genders, ages, and cultural backgrounds. I am full of delight and ecstasy about how much success this “brainwashing” has achieved, and that we don’t even have to go over-the-top to bombard people with those really heartbreaking, distressing videos about animals suffering – PETA has done the job for us (Thank you PETA!). And I believe it is only a matter of time that “fur-free” goes from just being a trend to being added into the dictionary of “style”.

Since we’ve established that fur is 100% unethical, are you starting to wonder whether or not you will miss the glossy, fluffy, fine-fur? Not definitely.

First of all, we are not here to encourage any fur consumption. But considering the lives of those beautiful creatures cannot be taken back for those pelts that was produced 50 years ago, they should at least hit the shelves of vintage stores before being thrown into landfills, which most definitely does “more bad” to the environment. Recycling and buying vintage fur are a relatively less unethical choice, and the great quality and warmth these furs provide will certainly alleviate the phenomenon of overconsumption and potential purchases of new fur for some people.

Then, here comes a more animal-friendly solution – let us introduce faux fur! It is every animal lover’s best companion to pull through the Parisian winter, but also fulfills people’s fantasies of the dazzling, opulent 20th-century fashion trend. Is there a better thing?