House of Fluff

The Objective: Create an animal-free lifestyle brand that will define what fur means for the next generation of consumers.

The Result: Redefine modern luxury to mean socially and environmentally responsible products. Establish an innovation pillar that will actually develop unique, earth friendly textiles with no animal products and without any polyesters. Create a brand voice filled with humor, love, and inclusion to showcase the brand’s crazy chic products in a modern way, mirroring the way we actually dress today.

I amplified the ethical connection between the brand and it’s consumer by implementing an upcycling program that turned their fabric waste into adorable plush creatures called Scrappys, and by building a zero-waste pop-up shop on the Bowery in NYC made exclusively from upcycled electronic waste and car parts.

This pop-up shop was named the best pop-up shop in 2018 by Vice and iD Magazine and was later installed in the Saks Fifth Avenue Flagship 5th Avenue location in NYC. Within year one of launch, HOF received organic incoming requests for their products from top celebrities and influencers like Jessica Chastain, Gigi and Bella Hadid, Jane Fonda, Katy Perry, and Beyoncé and had received earned media in countless outlets including Vogue, The New York Times, and Oprah’s Favorite Things Holiday Gift Guide. HOF created all the animal-free furs for the Elton John Biopic Rocketman.