Famke Louise goes from fail to fantastic
“This can't be”, someone shouted very loudly across the editorial office. I quickly opened the app to see what was going on. What did I see? Famke Louise who was (apparently) shopping for furs for her new clothing line in a grimy, deserted parking lot where dead animals were piled high next to cars. I was perplexed, because a) we had agreed together that fur is not acceptable and b) why on earth would you share this on Instagram?
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Rumag headlined that they would come up with a response quickly. Honestly: it couldn't have been better than world improver Oprah expressing her disbelief. And further the anger grew and grew and grew. Here and there a solution was thought of, including our Kiki, and a keen observer already shouted: marketing stunt. And that was exactly what it was, because with the launch of her clothing line there was also the news that Famke Louise was making a documentary for Videoland to show how horrifically animals are treated before being slaughtered for the decoration of a coat or a bag.
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Hats off Famke Louise, hats off Rumag, hats off Videoland. Posting and deleting a photo, following up with a response to ultimately grab everyone's attention. That's what it takes to ban fur. There was also a fanatic who stormed the stage of Famke yesterday, which turned out to be another stunt and the action was complete. Watch the trailer of the documentary and especially don't look away.
