The German label Friendly Fur will show off its amiable side during Premium, the Berlin-based trade show (July 18-20). The brand will offer visitors the opportunity to don one of its fur collars and be made up for a photo shoot as well as throw a party at Kufürstendamm on opening day.

Friendly Fur has a completely new take on eco awareness and protecting the environment, offering a collection of ecologically-minded accessories made from genuine red fox pelts. The company sources pelts from animals that are part of a controlled wildlife program.