Every year, one hundred million animals are bred and killed to supply the fur industry. Today Mobiquity, part of Hexaware, a full-service digital transformation enabler, launches ‘UNFUR:' A campaign in partnership with International Anti-Fur Coalition (IAFC) and the University of Westminster to raise awareness around the atrocities of the global fur trade.
As part of the campaign, University of Westminster students designed a digital fur fashion collection including five fashion pieces that were digitised as NFTs by Mobiquity and Hexaware.
The fashion collection, announced at MET AMS: Europe's leading Metaverse festival and hosted on the UNFUR campaign website, invites members of the general public to purchase them on a sustainable blockchain with all earnings from the NFTs sale and resale donated to the International Anti-Fur Coalition in its fight against the fur trade.
Paul Van Raak, Creative Director, Mobiquity said: "The aim of the UNFUR campaign is to raise awareness around the atrocities of the global fur trade and drive donations to the International Anti-Fur Coalition. We want to reach everyone with an accessible and inclusive campaign as we need the support of the consumers, fashion designers, creative and design agencies, NGOs, galleries, exhibitions and museums to eradicate the fur industry. The digital fur fashion collection, hosted in the Metaverse, shows how digital innovation can create a sustainable future."
Jane Halevy Moreno, Founder, International Anti-Fur Coalition (IAFC) said: "I am so grateful and honored for this collaboration. The unique work created by the very talented designers is very inspiring. They convey the message so clearly by creating these perfect allegories of "The cause & effect" universal law: That anything wrong done to Mother Earth, like abusing, slaughtering and skinning animals, has a direct impact on humans too. All is mirrored back on us. There is no escape: We all have free choice but are never free of the consequences caused by our choices.
"Another message that was very striking for me, while looking at these powerful images is that; In 2022, it's high time to evolve via abolishing one of the cruelest industries, the "Blood Fashion" Fur trade: UNFUR the world. Not one more earthling should ever be killed for greed and ego. It's high time to respect our planet and All its living beings. Also these striking Avant-Garde designs are the accurate reflection of anyone wearing animal fur, and their inhumane emotionless egoistical side: Having NO soul, heart, brains, thoughts and feelings for any other than themselves. Fur should only be seen on their original owners: The Animals."
"In 2022, it's high time for All of us, to solely reflect kindness, oneness and to exclusively mirror back empathy, love and compassion."
For more information visit the Anti-fur coalition
