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This week's hero: Unreal Fur

Pointing the way to the most important products, people, stories and shows in fashion right now.

The autumn 13 catwalks were swathed in furs of every shape and style, but if the real thing isn’t for you, new Australian label Unreal Fur might be. The business has over 30 years’ experience producing faux fur for a roster of global fashion houses, but its womenswear own brand was established only last season and is launching in the UK for autumn 13. Stockists already include the likes of Fenwick, My-Wardrobe, Anthropologie and The Dressing Room, and with wholesale prices from £22 to £82, a mark-up of 2.75 and sales books open until June with a mid-September delivery, isn’t it time you started faking it?

Contact: 020 7349 8887

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