With the New York Fashion Week underway and London Fashion Week set to start on February 15th, Animal Defenders International has launched an online campaign to help people determine #IsThatFurReal.
“Unaware that real fur is often mislabeled or not labelled at all, and cheap, shoppers may unknowingly be supporting animal suffering,” Animal Defenders International President Jan Creamer said in a statement sent to WAN. “Animal Defenders International is here to help the public avoid animal fur and help stop this cruel trade.”
ADI is encouraging people to share photos and video of items they are concerned may not be faux with the hashtag #IsThatFurReal on its Facebook, Twitter, and Instagram accounts. For the next two weeks, ADI will monitor the posts and advise the public if their faux fur could in fact be the real thing.
Curious how ADI could determine this from a photo or video, WAN contacted the organization to discuss and to find out more tips on how the public could find out first-hand if the fur in question was real or faux.
For additional information, WAN was referred to a link the organization recently shared on its Facebook page and can be found here.
Without laboratory analysis, which the UK-based Advertising Standards Authority (ASA) and the Committee of Advertising Practice (CAP), claim is the most accurate method for identifying animal and faux synthetic fur, the following three-step test is most useful:
If the fur is attached to a fabric of mesh base, it is fake; “hairs” may emerge from the backing. Real fur is attached to skin which may be white, tan or dyed.
If the tips of the fur taper to a fine point, rather than blunt ends, it is most likely real. Do not rely solely on this test however, because sometimes animal fur has been sheared or cut to a uniform length.
The Burn Test – for items people already own, cut off a piece of the hair first! Animal fur singes and smells like burnt human hair. Faux fur however, when made from polyester or acrylic, the two most commonly used synthetics, melts and smells like burnt plastic.