INT. ANTI-FUR COALITION
UNFUR: A DIGITAL FASHION COLLECTION
Background
While many believe fur is something from the past, the reality is far from it. The global fur industry still kills over 100 million animals every year.
To keep this hidden cruelty in the public eye, the International Anti-Fur Coalition needed a new and provocative way to spark attention. Especially among younger audiences immersed in digital culture.
WORK
We created UNFUR. A digital fur fashion collection that exists only in the metaverse.
Using the hype around NFTs and digital fashion, we turned the ethical dilemma into a conversation: Is it okay to wear fur when no animals are killed for it?
Five unique fashion pieces were designed by students from the University of Westminster, known for their progressive approach to fashion design. Each piece represented an animal still exploited by the fur trade, and was minted as NFT art on Flow, a low-emission blockchain
All proceeds went directly to the International Anti-Fur Coalition to support their fight against the fur industry.
Impact
3× increase in online reach, turning a niche cause into a global conversation.
5× more engagement from digital artists and fashion students joining the movement.
2× rise in partnership requests from brands and institutions exploring ethical design.
FWA Site of the Day
Awwwards Site of the Day
CSS Design Site of the Day
