Background

For South Korean consumers, Fake fur is considered not an attractive fashion item, and it is instead a cheaper alternative item. We change their perception by adding fantasy into the design that the real fur can never have.

Describe the creative idea (40% of vote)

The idea is it could be the fur made out of any kind of imaginable animal since fake fur doesn't come from the real animal. We got a motive for our design from the legendary animal passed down through the generation in South Korea and created super animals.

Describe the execution (40% of vote)

This F/W collection, made of Super Animal's Fur, goes beyond just beautiful designs. It provided a unique experience for people to wear the mysterious story of a legendary animal.

List the results (20% of vote)

After the launch, the name of the brand searches has increased nearly five times, and products have quickly sold out. And it got the most 'likes' among all released fashion campaigns in South Korea in the same season.