Fur is back in fashion

Last year we saw BRAT summer. Are we now in Narnia-Couture winter? Fashion runways worldwide have seen a sudden reemergence of fur pieces this season, both real and fake.

Growing fur-sure

Since early 2024, GenZ has spurred a resurgence of fur—though it seems to be limited to mostly vintage pieces for ethical reasons.

• On TikTok, views of videos about vintage coats have increased 243% over the past year, while Google searches for “vintage fur coats” have risen 688% since January 2023.
• Much of it can be attributed to the viral “mob wife aesthetic,” analysts told the Wall Street Journal.

Toeing the ethical line: Real fur garments have faced a series of controversies and bans in recent years from some animal rights activists, who argue the practice of fur farming and trapping is unnecessarily cruel to animals.

• In response, the fur industry is attempting to reposition itself as a sustainable and natural alternative to popular faux fur products.
• The majority of faux fur products are made from plastic, shed microfibers, won’t biodegrade, and hold on to stains and smells—making them inherently more disposable overall.

Big picture: This year’s Milan, New York, London, and Berlin Fashion Weeks all featured both real and fake furs, following ~7 years of strong anti-fur movements in luxury goods.