FFS (For Furs Sake)’ is an immersive creative project which tackles the controversial subject of fur within the fashion industry. This project is aimed to make consumers aware of the unethical and inhumane ways in which fur is produced for fashion. The campaign is meant to inform and educate consumers of fur or possible future consumers of fur to think before they buy. Fur is created off the back of several animals in highly harmful ways and with disregard to each of their lives.
This project is to be consumed within the fashion community around the world and should entice designers to change their minds on the consumption and usage too. High-end fashion designers have already began taking a stance against fur production by signing the ‘Fur for Animals’ petition where retailers pledge to never use fur in their clothing. The project will be in association with ‘Fur for Animals’ the charity run by ‘Respect for Animals’ that specifically deals with fur cruelty.
‘FFS’ is a creative zine which was created by producing imagery which reflects this cause in a highly sensitive way. The visual aesthetic for the campaign is to follow a fashion editorial collaged theme throughout all deliverables. This will be produced by collaging from various fashion editorial magazines and daily newspapers/magazines with related subjects/articles in. The content within the zine was chosen from various references online to put together a visually striking piece with an important message. Quotes can be used to help thread the zine together and possibly for online social gifs. Specific articles regarding fur from educated sources such as i-D, Vice, The Huffington Post and more have all been hand-picked to feature within the zine to further explain the artwork.
Initially it was to be called ‘FFA’ which is an abbreviation of ‘Fur for Animals’ - the charity who set this brief. However, this also was a little obvious and unimaginative. When thinking about the zine and its content it was very important that it had a ‘cool’ running tone of voice and visual theme. It should get people talking within the industry and so thinking about colloquialisms and the way in which fashion-people talk. ‘FFS’ stood out as a quick ‘text-language’ statement. It does normally stand for ‘for fucks sake’ however when adding ‘fur’ instead of ‘fuck’ it worked for this ‘un-bothered’ running theme.
