The #GoFaux campaign is a special collaboration and a call to luxury brands to stop using fur and leather. As Earth Day approaches, it is important to raise awareness for an issue that is harming our climate at alarming rates. The mission of the #GoFaux campaign is to bring light to the problem of animal cruelty in the fashion industry, which is commonly overlooked by many designers.
who we are
THE WORLD WILDLIFE FUND
World Wildlife Fund is the world's leading independent conservation organization, whose mission is to support the conservation movement on a worldwide scale. The WWF strives to conserve nature and reduce the most pressing threats to the diversity of life on earth. (source: World Wildlife Fund)
STELLA MCCARTNEY
Stella McCartney, a luxury designer who is at the forefront of sustainable fashion is working to bridge the gap between sustainability and fashion. The brand is committed to operating a modern and responsible business. Continuing to challenge boundaries of luxury fashion, Stella McCartney produces products that shape the world we live in today and in the future: beautiful and sustainable. She is committed to never using fur or leather in her designs to protect endangered forests and wildlife. (source: Stella McCartney)
Why should you #gofaux?
1. Harmful environmental effects
- Fur is far from a sustainable resource. Fur production is an intensely polluting and energy consumptive process
- Animal skin, once removed, will decay unless it is treated with toxic chemicals. It takes at least 4 times more energy to produce a real fur coat than to produce a synthetic fur coat
- Fur farmers use chromium and formaldehyde to preserve real fur, but this releases a concerning amount of toxic waste into the environment
2. Fur can impact your health
- There are many health risks that come with the fur-making process. In the process of conserving, bleaching and dying pelts, various hazardous chemicals are applied. These chemicals that are found in most fur trims can cause allergies, cancer and hormonal imbalance.
- The toxins in fur are absorbed in the air and the skin and can remain in the body causing chronic health effects
- Researchers have found significant harmful amounts of toxic substances in fur trims on children fashion wear by brands such as D&G, Canada Goose and Woolrich.
(All information sourced from Fur Free Alliance)
A collaboration proposal: Goals & objectives
#GoFaux
Together, WWF and Stella McCartney can pave the way to a more sustainable world while raising awareness and money for the conservation of wolves and other animals many designers unnecessarily sacrifice for fashion. The #GoFaux movement will mobilize other fashion designers to use new, harmless technologies to make their material.
1. To raise awareness on the negative environmental impacts of fur and leather
2. Raising our goal of $1,000,000 for the WWF by putting on events that promote WWF and Stella McCartney
3. Encourage other luxury designers to #GoFaux
during the campaign: deliverbles
The campaign will last till April 22nd (earth day). During this time, we will use the power of Instagram, Facebook and Twitter to spread the #GoFaux movement. By posting on @StellaMcCartney and @WWF Insagram, Twitter and Facebook daily, as well as collaborating with influencers and celebrities, we will engage with more than 10 million people across the globe to spread this powerful movement. The campaign will start April 1st and end April 22nd.
social mediA campaign details
Sample weekly posts
- Vegan celebrity influencers such as Ellen DeGeneres, Miley Cyrus and Dawn Richard will post on Instagram, Twitter, Facebook
- #WeeklyWednesday: celebrities go on Facebook live educating their fans about the harm of fur and leather in fashion and endorsing the #GoFaux campaign
- Every Sunday, we post all all social media platforms how close we are to our goal of $2,000,000 raised for WWF
- The two main events, benefit concert and sustainability party, will be available to stream through Facebook live. The preparations for the events (backstage sneak-peaks, interviews, and Q&As) will take place on Instagram live.
Benefit Day Concert
Listen to your favorite vegan artists by joining Stella McCartney and WWF as they host the #GoFaux annual benefit day concert to raise money for animals. All proceeds will go to the WWF to help the conservation of animals.
Sustainability Party
Join Stella McCartney and WWF for a formal evening to end the #GoFaux campaign. All proceeds will go to the WWF to help the conservation of animals.
(All background photos courtesy of Stella McCartney and WWF)
Credits:
Created with images by Yutthana - "Top view of small plant pot on white background." • 19max79 - "snow winter cold"