When New York-based House of Fluff decided to host its first international trunk show, London was the city of choice, and last night, founder Kym Canter introduced the Carmen-backed brand to guests attending the inaugural event in the UK capital. And while London may not have been a surprising choice for the company, given the city’s fashion credentials and longstanding reputation as a hub for emerging brands, there was perhaps another, more significant factor that connects the two. Last September, London was the first of the main fashion weeks to ban animal fur from its official schedule, a decision that perfectly aligns with House of Fluff’s raison d’être, to create natural, low impact and luxurious faux fur alternatives.
Held at Chiltern Firehouse, the former fire station in Marylebone, the trunk show drew a fashionable crowd naturally, including former model and couture devotee Luna De Casanova, as well as sustainability supporters such as Hassan Pierre from MAISON-DE-MODE.COM, Platforme’s Ben Demiri and Cult Beauty co-founder Alexia Inge. Guests and journalists joined Kym and Carmen to view an edited selection of the House’s ultra soft jackets, coats and trenches, as well as share their thoughts on the sustainability debate. “This is a great opportunity for everyone that’s passionate about the sustainable lifestyle to explore synergies and discuss what sustainability means to them,” said Carmen.
House of Fluff launched online in November 2017. A leader in developing the most sustainable faux fur available, the company combines innovative design with earth-friendly materials to create cruelty-free, guilt-free high-fashion products that are affordable, beautiful, and comfortable to wear. The zero waste company produces its products in a fair trade factory based in New York City, and it repurposes all of its faux fur scraps into plush collectibles called ‘scrappys’.
While historically, the fashion industry and many of its consumers have been divided over the issue, brands and consumers alike are now increasingly embracing faux fur, driven perhaps by the expectation among the latter that companies today need to demonstrate social responsibility, sustainability and animal welfare. There has been a steady stream of announcements from luxury fashion houses committing to a fur-free policy, with Burberry being the most recent and joining the likes of Gucci, Tom Ford, Maison Margiela and Versace, and of course Stella McCartney, who has been fur-free from the start. “I was the biggest fur girl of all,” Canter explained in an interview with Vogue’s Emily Farra. “Faux is just a different choice now, which is the nice thing.”