Lighting a firebrand of fur
How do you attract modern, independent and liberated women to buy fur?
By distancing themselves from legacy brands, Cara Mila, a London based fashion and accessories company, wanted to reposition the brand of fur as acceptable, accessible and alluring.
Although they were clear in their wish to eschew the category’s pervasive monochrome character by spotlighting their distinctive and innovative product range, they also needed to underscore their production integrity by maintaining a focus on their sustainable sourcing and challenger mindset.
We were engaged to define a new direction that celebrated Cara Mila’s progressive and artistic personality while better expressing its distinctive, leading-edge credentials.