LUSH!!! WHAT THE FUR???

I was walking through Nottingham City Centre today and noticed Lush had a new campaign in the window. Where as most brands are decked out in Christmas gear this time of year Lush is using its influence to spread understanding on a much bigger, more important issue.

Lush have partnered up with Animal Protection group Humane Society International to draw attention to the horrid truth that consumers are unwillingly and unknowingly buying real fur labeled as fake fur. The Humane Society has done extensive research into this matter and it is now clear that items such as Pom Pom keyring made from Rabbit are being sold for £5 and knitted hats made with Marmot fur for as little as £3.50!As well as Parkers with fur hoods being sold for £35.

WHY IS THIS AN ISSUE?

Even though a huge 80% of the UK are unequivocally against the buying/selling of real fur there are still a small amount who are indifferent or uninterested in the subject. I belive that these people must just be uneducated on the subject as if they were educated on it they would not be able to ignore the facts. Animals ranging from Rabbits to stray dogs are kept in tiny metal cages, forced to live in their own mess and often become dis-formed due to lack of food and medical attention. There is absolutely no respect or mercy shown to these animals when they are skinned alive or electric shocked to death. This is why brands such as Lush are so key in shedding light on the situation and drawing us to whats important.

It is a common conception that real fur is more expensive than fake sure and therefore consumers presume what they are buying from the high street is fake due to the price. However the sad truth is that in the countries the fur is being produced in the animas are so accessible and easy to skin that they are most commonly than not less expensive than the production of faux fur.

HOW TO SPOT REAL FUR!!!

Although the farming of fur is illegal in the UK there is currently no law against the importing of fur however most brands are unaware when using real fur as there is also no law on labeling fur/faux fur correctly. So here are the two main ways of spotting the difference to save yourself from falling into the trap.

SPLIT THE FUR: By separating the fur into a parting you are able to see what it is attached to. Fake fur will be attached to a mesh like fabric that the strands are glued or sewn into. Real fur will be attached to a thin layer of the animals skin.

CHECK THE ENDS: Fake fur will be blunt on the ends from where the strands have been trimmed by the machine to reach the desired length where as real fur will taper to a point.

The key outcomes of this campaign are to educate the public on what they could possibly be buying and to also gain signatures on the petition to get the importation of fur into the uk to be banned. If you are interested in signing this petition click HERE. More information can be found HERE on the Lush website!

“ATH-LEISURE” STREET STYLE

A recent assignment saw me being a street style photographer. Channeling my inner Bill Cunningham who i have recently see a documentary on at the Broadway cinema in Nottingham, i headed out onto the uni campus and around the city to find some people to capture .I was given a trend story to work on, mine was Active. We were asked to look into three areas of the trend story.

  1. Historic references to the trend
  2. visual merchendising around the trend story
  3. “people” how is it being projected by the public? Who’s wearing it? When are they wearing it?

It was that last section which we simply called “people” that saw me taking some street style photography. I was looking for ways in which “active” has been turned from literally sports/ gym clothes into the trend which is most commonly known as “ath-leisure”. This A/W  the sports lux style has became “body kind not body con” meaning we are leaning to a more comfort based look which draws its inspiration heavily from stereotypically male silhouettes.   We are seeing a huge revival of 90s hip hop silhouettes and the re launch of fabrics such as velour and silks which gives a high end luxury almost boujy feel. These people are defiantly not about to go on a treadmill. There is a significant difference between sports wear and the active inspired ath-leisure I was looking for which I was very picky about when taking my pictures.

LAYERED-LUX! This particuar look was a good example of how active wear has been developed into less obvious sports clothing. The relaxed silhouette and layering effect is still seen and a hint to the look is given with the cap. This is a great example of active as everyday and is a subtle not to the trent without covering yourself in logos or screaming “I am healthy I promise”.
MUSTARD MOVEMENT! I chose this image because its the opposite from the last. It is very clearly a nod to active wear with the “go-faster-stripes” and matching set but is much more of a relaxed less high performance fabric in a more on trend colour way which links it perfectly to the idea of ath-leisure.
KEEP HYDRATED! I absolutely lovee this!!! This to me opitamises how active has been adopted into street style. Its a gimmicky way to push the idea of active with the hoodie silhouette and the witty nod to keeping hydrated while also just having fun and looking fab in pink. Teamed with the docs makes it even more trend based and less on the sports side. My absolute favourite!
GO FASTER STRIPES! This image is a good example of how most people are adopting the trend story. trainers and loose fitting clothing with the 90’s style hip-hop inspired trousers which every high street shop are selling a version of right now. Topshop and Urban Outfitters to name a few. teamed with a pair of trainers for a casual but cohesive look.
SOPHISTICATED SPORTS!I love the way this look incorporates two key trends for this season. Active and Oriental. It plays on two of the key fabrics as well. Velour and a fabric that behaves like silk. The trousers while fitting the active “go faster” theme also are hitting on another key trend right now which is 70″s flares. in my opinion she just got everything right even down to the customised Old Skool vans.
PEAK TO PAVEMENT! “peak to pavement” is a quote i found on WGSN (trend forcasting database). It basically means a garment that is fit for the mountains and the city. I think the stand out piece for that idea is a puff jacket. The puffer jacket originates from varsity jacket /bomber jackets which obviously started with American sports teams and has been adopted by street style and recently enlarged and exaggerated till it reached the puffer jacket as seen in this picture!

I really enjoyed this first snippet at street style and its extremely rewarding to go through the images after the event and notice the patterns linking the images.

!!!Disclaimer!!! the reason there are no males features is because as a group we split and i was focusing on female. Also I don’t claim to be a good photographer in the slightest.