INTERNATIONAL FUR
TRADE FEDERATION

TYPOLOGY
Print and online advertising campaign

YEAR
2007

An umbrella organization for the fur trade in 32 countries, the IFTF sought out concept+image to promote fur to a new generation of ethically-conscious fashion consumers. The IFTF’s Origin Assured label guarantees pelt traceability, humane husbandry, and the assurance that materials come from countries that regulate and enforce animal welfare standards. To publicize the initiative, concept+image developed a six-month global campaign that ran in top fashion press from September 2008. Modern, minimal images shot by Matthias Vriens deliberately sidestepped traditional notions of ‘glamour’ and ‘elegance’ to make a classic material feel new again.

PHOTOGRAPHY
Matthais Vrens