e centred faux fur and vegan leather at the forefront of our designs when no one else in the Australian market would.” As its name suggests, Unreal Fur sits at the intersection of ethics and glamour. The name is a fun take on the brand ethos, which celebrates creativity and light-heartedness, with pun intended. “It’s important to create faux fur garments because they provide a viable and gorgeous substitute for the real fur designs out there. Beauty and style without the cruelty of wearing animal skins” added Shani. Wear your values on your sleeve  Popular culture has the ‘mob wife aesthetic’ trending after the fluffy outerwear graced the runways of Dolce and Gabbana, Chanel, Louis Vuitton and Saint Laurent. Which reinstated the fur coat as a must-have fashion staple, one of few that people will quickly disclose as ‘fake’ or ‘faux’. Fashion brands always have an opportunity to capitalise on spontaneous trends when their existing designs and creativity align, but Unreal Fur aren’t swayed by algorithms and fleeting trends that “tend to swing like a pendulum,” stated Shani. “Communities all over the world have been through a lot of ups and downs since the start of the decade. Stepping out in a more maximal and statement-making look is a way to make small moments in life a little more celebratory,” said Shani. Whether the maximalist renaissance is a symptom of the post-pandemic economy or a rejection of the quiet-luxury aesthetic, faux fur’s popularity is on the rise.  The faux fur clothing market was valued at USD$1.9 Billion in 2023 and is projected to reach USD$3.8 Billion in 2030, according to Verified Market Research, suggesting that faux fur is anything but a fad. Faux fur’s popularity goes well beyond the trend cycle and demand for cruelty-free coats is motivated by legislative limitations on the use of animal fur, increasing concern for animal welfare, affordability, access and the growing want for eco-friendly clothing. Unreal Fur’s commitment to using vegan materials and embodiment of slow and sustainable fashion that can be styled years after purchase reinforces its ethical foundation. Shani credits the brand’s success to a focus on quality and timeless designs that will remain in fashion, as opposed to following trends. Fashion as a long-term investment Gilat believes designer coats are a practical and worthwhile investment that makes the “ultimate accessory,” and it’s hard to find a garment that walks a finer line, between statement and staple, than the faux fur coat. With over a decade in business, Unreal Fur is now stocked by major retailers all over the world including Revolve, Free People, Bloomingdales, Saks Fifth Avenue and Farfetch – proving faux sells. The brand has earned a reputation for its luxury outerwear designs, worn by faux fur collectors globally. The fashion brand prioritises an unparalleled level of quality to ensure its vegan outerwear is durable and stands the test of time, alike its most popular styles which have remained in production alongside new designs. “[Faux fur coats] are timeless, ultra-warm, and animal-friendly,” concluded Shani.