Potential: The world’s leading organization in the fight against animal cruelty and suffering.
Challenges: Though a respected household name, the nonprofit wasn’t galvanizing modern thought leaders or sparking conversation among those with the power to change the zeitgeist. With consciousness around sustainable fashion and plant-based diets on the rise, they needed a way to connect with fashion insiders.
Solution: Partnered with NeueHouse, a members-only culture and co-working club made up of plugged-in sophisticates, to produce a consciousness-raising panel titled “The Future of Fur.” The event featured industry leaders like InStyle Editor-in-Chief Laura Brown, The Business of Fashion Senior Correspondent Lauren Sherman, House of Fluff Founder Kym Canter, and HSUS Senior Fashion Policy Manager PJ Smith.
Result: The transformative conversation between two disparate groups inspired Brown to ban fur across InStyle Magazine, and appeal directly to subscribers in her Editor’s Letter (8.7M print & 10M online) and Instagram post (347K followers), which recast HSUS to a new breed of purpose-led style-setters.