• due to the harsh reality of the situation I am focusing on, I want the imagery I create to also reflect this in a sudden way
  • I could possibly incorporate some of these images into my Instagram feed.

london designers urge fashion students not to use fur in a letter to csm


A heavyweight line-up of London's most exciting young designers have signed a joint letter to fashion students urging them to pursue cruelty-free fashion, and resist the bribes of a dying fur industry "desperately trying to keep itself visible by pushing pelts on up-and-coming designers".

Hannah Weiland, the faux fur alchemist behind your favourite fuzzy coats at Shrimps, is joined by fellow fur-free designers Faustine Steinmetz, Marta Jakubowski, Molly Goddard, Felder Felder, Renli Su, JH Zane and Vika Gazinskaya as signatories to the letter, which was sent by PETA to Central Saint Martins, to be passed on to all fashion students.


"As future fashion designers, students at Central Saint Martins have a unique opportunity to influence the next generation of consumers by embracing the trend towards cruelty-free fashion," the letter opens, encouraging students to resist the incentives and bribes of fur companies.

"Every single bit of fur comes from an individual who was likely killed by painful means after spending a miserable, terrifying existence confined to a tiny barren cage," the letter explains, noting that, "Even in so-called 'Origin Assured' countries, investigators have documented the neglect, starvation and gaping wounds of animals on fur factory farms".

"Whether the fur comes from a frightened caged fox in Finland or a gentle angora rabbit held down and live-plucked in China, it's not 'fabric', and it's not ours for the taking. It belongs to the animals who were born with it and need it," the letter continues, highlighting the global success of fur-free brands, and also the wide range of vegan and eco-friendly alternatives now available.

86% of London Fashion Week designers did not use any fur on their autumn/winter 16 catwalks, and in recent months a number of international fashion houses, including Armani, Hugo Boss and The Kooples, have joined cruelty-free designers like Stella McCartney and Vivienne Westwood in their commitment to being fur-free.

Having been anti-fur throughout our 36-year history, i-D hope students will follow the lead of London's best new designers and keep fur out of fashion.

Designers going fur-free


"Yesterday, after two decades of public and relentless campaigning by PETA and our colleagues in animal rights groups around the world, Gucci's chief executive officer, Marco Bizzarri, announced that the Italian luxury brand is going fur-free.

When discussing the decision, Bizzarri said that using fur is no longer modern – a statement as accurate as it is understated. Real fur is on the way out and has been for years, and Gucci's long-overdue but very welcome decision is another nail in the coffin of this dying industry. We couldn't be happier about it.   

Last year, eight of the hottest names in fashion, Hannah Weiland of Shrimps, Marta Jakubowski, Renli Su, Faustine Steinmetz, JH Zane, Felder Felder, Molly Goddard, and Vika Gazinskaya, came together to write to students at renowned design college Central Saint Martins, urging them not to accept bribes from the fur industry – which often offers students financial incentives to feature animal skins in their collections in a desperate attempt to keep itself visible.

"In order to be a success in the fashion world, you don't need to contribute to the barbaric treatment of animals practised by the fur industry," they wrote. "Humane fabrics have never been in more demand, and the growing number of fur-free designs on international catwalks is a clear indication that you can be daring as well as innovative and rule the runways without harming animals."

We need only look at London Fashion Week for proof of that. Last year, 86 per cent of shows didn't feature fur. The ones that did undoubtedly did so because of the attention it would bring them – attention for all the wrong reasons.

The extensive and still-growing list of designers and brands that have strict fur-free policies include Stella McCartney – the most Googled name in fashion – Vivienne Westwood, Ralph Lauren, Tommy Hilfiger, Calvin Klein, Shrimps and, as of last year, Armani. And I'll give you a tenner if you can find real fur being sold anywhere on the High Street. From Topshop and The Kooples to Zara, Gap, French Connection, AllSaints, Hobbs, John Lewis, Marks & Spencer, House of Fraser, Ted Baker, H&M and Whistles, even top department stores like Selfridges and Liberty and online luxury retailer Net-A-Porter – all our favourite shops have strict no-fur policies."

  • Similar to these, I had the idea of adding blood onto pre-existing photoshoots and runway shows that showcase fur in their imagery. I would be doing this using photoshop. 
  • I could play on the idea of 'these glamorous photos having a dark secret' because it parallels the fur industry itself. Fur is known as a luxury and a glamorous material but in reality it holds a very dark secret. 
  • When I saw this illustration I was immediately drawn to the blog dripping from the garment and it reminded me off a murderer almost covering up their "act" of murdering 
  • it also reminded me off the women almost wearing fresh skin 
  • this might be a concept I will further look into and focus on 

social media campaign

  • -something that causes discussion
  • accessible
  • online digital
  • easily understandable
  • the visual narrative 
  • eye-catching
  • reach a design audience
  • [#sarahslist Sarah Mower]
  • [#metoo]
  • [#mycalvins]
  • social media sites- Instagram/Facebook/Pinterest/Tumblr/Twitter/snapchat/flipagram


  • aim?
  • raise awareness off?
  • highlights certain issues globally understandable 
  • in sounds?
  • a mix of drawing and collage? or drawings and photoshop?
  • I saw this video on Youtube and it completely left me horrified, I honestly could not finish it
  • It's one thing killing an animal for aesthetic purposes but this completely takes on a new meaning when the animals in question are put under intense torture beforehand.
  • It made me think about how us as humans are actually monsters
  • People need to realise that if they buy leather or fur, they are directly contributing to this type of practise
  • in essence, buying fur and leather makes you an accomplice in this murder. You are hence equally as responsible as the individuals who physically kill and skin the animals to begin with.
  • without the demand from consumers, this horrendous industry would cease to exist
  • I really want the audience who wears fur/leather to realise what they are doing and how they are responsible for their actions

The fur industry described by Peta


"Animals on fur farms spend their entire lives confined to cramped, filthy wire cages. Fur farmers use the cheapest and cruellest killing methods available, including suffocation, electrocution, gas, and poison.

More than half the fur in the U.S. comes from China, where millions of dogs and cats are bludgeoned, hanged, bled to death, and often skinned alive for their fur. Chinese fur is often deliberately mislabeled, so if you wear any fur, there’s no way of knowing for sure whose skin you’re in.

Animals who are trapped in the wild can suffer for days from blood loss, shock, dehydration, frostbite, gangrene, and attacks by predators. They may be caught in steel-jaw traps that slam down on their legs, often cutting to the bone; Conibear traps, which crush their necks with 90 pounds of pressure per square inch; or water-set traps, which leave beavers, muskrats, and other animals struggling for more than nine agonizing minutes before drowning.

During the annual Canadian seal slaughter, tens of thousands of baby harp seals are shot or repeatedly bludgeoned with clubs tipped with metal hooks. Also in Canada, hundreds of black bears are shot at point-blank range or caught in traps and left to suffer for days so that their skins can be used to make the ceremonial hats worn by Queen Elizabeth II’s Five Guards’ Regiments.

Luckily, there is no need to be cruel to stay warm and look cool. Cruelty-free fabrics and faux furs are available in stores everywhere, and PETA continues to work with designers and clothing retailers to encourage them to use and sell only animal-friendly fabrics."


  • change a "normal" fashion campaign- something everyone is familiar with 
  • Collaging moving images- juxtapose with still images
  • glitching/pixelated
  • using the typography
  • mixing recognised brands with others
  • I guess question what makes a brand so "recognisable"
  • current issues
  • ways the logo is pronounced