The fur industry is exploding. Over the past decade, global fur sales have increased by 70%. According to Business of Fashion, the fur market is worth more than $40 billion a year and employs more than a million furriers, retailers and farmers. With such dizzying numbers, it’s hard to ignore the impact of fur on fashion.

A surprising group is taking notice online: millennials. Despite growing up during the dramatic red paint protesters, fur is becoming an accepted and celebrated fashion piece. It began to re-enter the repertoire of fashion designers in the 2000s. Alexander McQueen, Dolce & Gabbana, and Michael Kors, among many others, ushered in a new generation of fur.

Seeing the resurgence of fur on the runways in New York and Paris fuels the new trend of fur appreciation. Currently, there are over 45,000 posts with the “RealFur” hashtag on Instagram. This same hashtag is also trending on Facebook and Twitter with hundreds of posts and selfies.

Instagram accounts like FURS.com, WeLoveFurs.com, and ladyfur are influencing the fashion scene, making fur more accessible to the younger masses.

Popular fur devotee Louise Tsang, who describes herself as a ‘fur and bag addict’, has tapped into her social media following to launch her new blog and share her love.

“Wearing real fur is a very personal thing,” Louise told the DailyMail. “It expresses one’s feelings in terms of an individual’s sense of style and her point of view on fashion.

Real fur also expresses an aura of elegance, style, sensuality and femininity. When you actually put on a piece of real fur, the first thing you notice is that the experience is very sensual. Just the soft brush of fur against your skin gives you a very sensational feeling.”

Despite a slew of mostly positive followers, Louise wasn’t immune to some negative comments:

“I posted a picture on Instagram a while ago of a super cute rabbit fur poncho and an account holder made very negative comments about it.

I found it very offensive that another individual is trying to force their opinions and beliefs on me. The way I see fur is something luxurious, precious and beautifully elegant. It is a forever piece that each individual takes very good care of. “

Technology adds another development to other trends. For the first time, it can be mixed with other materials such as wool or silk. This creates a lighter garment that is more appealing to customers in warmer climates who still want a luxurious look. Business of Fashion reports that there are 400 fur retailers in the city of Dubai, United Arab Emirates, where summers can reach over 100° Fahrenheit.

Mark Oaten, executive director of the International Fur Trade Federation, says fur trends are growing because the industry has taken a step back to see the big picture:

“People in the fur industry realized that unless we learn how to dye our product, unless we learn how to make our products more flexible and lightweight, we will end up in a situation where only fur coats are sold. once a decade. to someone who needs to warm up.”

Another popular Instagram account, Fur_Heart, supports fur fashion by posting selfies of their followers.

According to the International Fur Federation, more than 60% of designers used fur in their fall/winter shows. As social media pundits continue to show off their fur, the luxe fabric is looking more appealing from runway models to suburban 20-somethings.