For centuries, fur has been associated with "privilege": sable and ermine for royalty, mink for movie stars and millionaires. Today, while more and more people - and younger people - are discovering that they too can afford fur, none of the glamour is gone. You'll look great in fur. But the first thing you'll find when you wear your new coat is how practical fur really is: warm, lightweight, durable - nature's own beautiful answer to winter's sting.

Fur is one of the oldest forms of clothing we know. The fur industry is one of North America's oldest and most historically significant industries. Nearly 400 years ago, when the New World was just beginning to be settled, fur was in great demand in Europe. The tremendous demand lured the early frontiersmen to explore the interior of the continent in search of pelts. Soon, trading posts began to pop up from Nova Scotia in Canada to what is today New York and Chicago. Trappers and explorers sold their pelts and purchased provisions from these trading posts. These posts became the base of a new economy and the centre of new settlements. Through the centuries, men and women alike have donned fur for a variety of reasons from the practical to the fashionable. Centuries later, the fur trade continues to thrive. Today, fur is as popular as ever because of its exceptional warmth, superior durability, and stunning beauty. In the United States and Canada, one in five women owns a fur coat.

At the end of the 20th Century, more than 240 leading fashion designers include real fur in their collections (a six-fold increase since 1985) confirming that fur is a stylish, upward trend for the 21st Century. This view was reinforced by fashion bible Vogue in its Autumn/Winter '99 fashion report from New York, London, Milan and Paris where 'real fur has made its strongest impact on the catwalk for some time'.

UK retail fashion forecasters predict a 20% growth in women's outerwear sales by 2001 - up from £9.3 billion to around £11 billion. Fur is set to be a major fashion trend for use in outerwear. The Sunday Times Style magazine coins a new phrase - 'Galliano-furred', which is one of the five 'swankiest' things to be in 1998. Time magazine says "...new techniques and more adventurous designers have altered the look, weight and texture of the latest fur articles." Fashion commentators report that designers are replacing synthetic fabrics with natural, luxurious fibres. Luxury and opulence are key fashion words.

More than 150 of the world's top designers are reported using fur in their collections including Gucci, Dolce & Gabanna, Clements Ribeiro, Valentino, Fendi, Dior and Givenchy. British pop-star Louise appears on the front cover of Tatler wearing a Gucci fur coat.

A new generation of British designers including John Galliano and Alexander McQueen links up with furriers to rejuvenate the fur industry. Total European Union retail sales of fur garments is estimated between $US 4.5 - $US 5 billion.

Fur renaissance begins, intensified by growing interest in luxury investments. The Queen wears fur on a visit to Russia.

Prices begin to reduce as production moves away from handcrafted items to new technology and cheaper labour in Hong Kong and South Korea. Fur is more accessible than ever to women who have turned to so-called power 'dressing' to reflect their improving economic status.

The 'maxi' look is fashionable and designers focus on design rather than the type of fur used.

Tax is back. Chancellor of the Exchequer Roy Jenkins doubles purchase tax to 50 percent for "...luxury and other less essential goods." The rate applies to "...furs, jewellery, gold and silver, smokers requisites...".

Designers target the youth market with the message it's fun to wear fur. Less costly furs such as rabbit and beaver become known as "fun furs". The cost of a mink coat is at its lowest price ever, once again fuelling demand.

Fur fashion appears on the High Street to meet growing youth aspirations with cheaper, practical fur garments.

Amidst talk of clothes rationing and to aid the war effort, the Government prohibits use of fur and wool as "... ornament, part of a garment or (except rayon) lining in women's and maids overcoats jackets or skirts"