Photo by Alexandra on Pexels.
For the longest time real fur coats have been looked down upon by animal activists and society in general after campaigns and government regulations have decreased production and value, however the narrative has been flipped this winter as Gen Z has taken lead in the resurgence of fur coats using the social media platform TikTok.
The #fur hashtag on TikTok has skyrocketed to a staggering 70 billion views with it mostly being videos featuring individuals proudly donning real fur coats lip syncing to “My Marmalade” by Katya Lel a popular Russian song that has gone viral with users enthusiastically embracing the luxurious and classic look.
The resurgence of real fur is linked to Gen Z’s rejection of fast fashion, they want clothes that last and are into sustainable fashion. Real fur, especially if its second-hand is now being seen as a better choice. Although faux fur is often considered a cruelty-free alternative to real fur, its production involves synthetic materials like acrylic and polyester fibres that have environmental implications, especially when it comes to biodegradability and microplastic pollution.
Journalist student Lydie, who is also vegan, says “I’m committed to a vegan lifestyle and embracing pre-loved items allows me to make a positive impact without contributing to new fur production. It’s about mindful choices and finding a balance between ethics and sustainability in the world of fashion.” Overall, the TikTok-driven resurgence of real fur coats highlights the dynamic nature of fashion trends. Once a faux pas, real fur coats are being considered more sustainable prompting discussions on evolving fashion perceptions.
