NAFA’s Northern Lights
The first collection of Northern Lights debuted at the Beijing Fur & Leather Fair in 2010. This collection was created in response to consumer demand for fur garments and accessories that were reflective of a young and fashion savvy lifestyle. The goal was to offer the fun and luxury of fur to a young consumer at an affordable price.
This was a catalyst for many designers and fur manufacturers to create a collection that stepped away from the more traditional looks of fur by using color, style and a mix of fur species and fabrics.
The Northern Lights concept had universal appeal and was embraced worldwide. For 2012, NAFA has once again worked closely with young designers in Europe, North America and Asia to offer an inspirational collection featuring NAFA Northern wild furs. Coyote, Raccoon, Beaver, Red and Grey Fox and Muskrat are highlighted in the new designs that will be presented at this year’s Beijing Fur & Leather Fair.
Diane Benedetti, Sr. Vice President for NAFA’s marketing and promotional program, explained the success of the Northern Lights project was due to the versatility and price structure of many of NAFA’s wild fur species.
“Leading international designers love to work with our NAFA Northern wild furs but the luxury end – Sable, Fisher and Lynx Cat – and even our very popular Beavers and Raccoons, when combined with the precious fabrics and accents at the designer level, made most garments out of the reach of the young consumer. The Northern Lights project brought together our fabulous fun furs with designs and manufacturing techniques to make fur fresh, exciting and very affordable.”
Ms. Benedetti went on to note that NAFA is very committed to future generations both in terms of environmental issues as well as lifestyle needs. The mission statement of the Northern Lights project simply states: “Fur is our legacy and our future. To live in harmony with nature is our responsibility …to make it exciting is our goal.”