At a time when more and more brands are turning away from fur, the International Fur Federation (IFF) hopes to give it a new lease of life.
Actively supported by LVMH, the organisation has just announced the publication of a new dedicated certification – named Furmark – covering the entire supply chain of natural furs (wild or farmed).
Among hot points to remember, the standard:
- provides guarantees in terms of animal welfare but also environmental and chemical risks;
- is based on existing European and American certifications applicable to the various actors in the chain;
- promises the consumer complete transparency thanks to the Chainpoint traceability system.
Will this new perspective of a transparent industry, more respectful of the environment and animals be enough to improve its image and, above all, convince and appease stakeholders who are particularly vehement and reactive on the subject?