Paris fashion gathering puts the focus on fur
A presentation on the resurgence of interest in fur in fashion was given at a recent high level international fashion conference by Tom Steifel-Kristensen, director of international communications at Saga Furs of Scandinavia.
Sponsored by the International Herald Tribune (IHT) newspaper and held in
IHT fashion writer Suzy Menkes introduced the Saga session, stating that the new ways of working and designing with fur had given the material a fresh, youthful appeal. As one of the first luxury brands to develop a fashion strategy a decade ago, Saga was able to show how this strategic approach had not only led to the turn-around of the brand, but a revival of interest in fur too.
Luxury industry analysts are saying they haven't seen such strong demand for fur since the 1980s. What's different this time around, however, is the look. The material is no longer the sole domain of matrons and nouveau riche, Saga said, but rather a contemporary fashion item with equal appeal to both sexes.
“Fur doesn't have to be ostentatious, on the contrary; newer techniques give the material a tasteful subtlety while underscoring the characteristics that have made fur an object of desire for millennia,” commented Steifel-Kristensen. “Newer dying techniques and ways of working with fur have transformed it into an integral element of design that appeals to various age groups and both genders.”
Splashes of colour, “knitted” fur, patterns and other techniques are appearing on full garments, in linings and as details, Saga says. Retailers report consumers are responding and in some cases sales quadrupled during 2003.
