When Gilat Shani launched Unreal Fur, she set out to challenge a long-standing assumption in fashion: that animals have to suffer for luxury. After more than 30 years in the fashion industry, she noticed that animal skin was still used even as innovative vegan alternatives were becoming increasingly sophisticated. She saw an opportunity to prove that compassion, quality, and high-end design could coexist.

Today, Unreal Fur is built around a vegan and cruelty-free philosophy, creating vegan fur, leather, suede, shearling, feathers, wool, silk, and more. In this interview, Gilat shares what inspired her to build the brand, why she believes cruelty-free fashion can become the norm, and how Unreal Fur continues to push the boundaries of what compassionate luxury can look like.

What inspired you to build Unreal Fur, and how did that experience shape your vision for a more compassionate fashion industry?

My love and compassion for animals were central motivators behind launching Unreal Fur and continue to drive inspiration today.

Prior to launching the brand, I was in the fashion industry for over 30 years. This exposure opened my eyes to the disappointing reality of animal skin use increasing rather than declining. More species were being targeted, and it was disturbing how we were still in an era of exploiting animals for experimentation, entertainment, and enhancing human status.

Simultaneously, new technologies were advancing innovation within faux fur manufacturing. Unfortunately, however, the fashion industry was resistant to change. We embraced the challenge, and set out to prove that vegan leather and non-animal fur had a very valid place within the industry, highlighting a gap in the market for luxury cruelty-free products that were beautiful without compromising on quality or style.

What does it mean to you to lead a company rooted in compassion, especially in an industry that hasn’t always prioritized it?

Unreal Fur was one of the first fashion brands to build its entire identity around being cruelty-free, with a clear focus on ending the use of animal fur and other animal skins in fashion by designing with high-quality vegan materials.

It’s encouraging to see more brands make the switch to cruelty-free fabrications. Advocating for change is an ongoing process, and it’s something we proudly support other labels with.

It is incredibly rewarding and humbling when others reach out to us for our expertise in designing and manufacturing vegan fur. We’ve always encouraged people to “join the fauxolution,” and it’s exciting to see cruelty-free fashion become something people are proud to wear.

What excites you most about the future of ethical and cruelty-free fashion?

What excites me most is watching the industry convert from real to faux. The Council of Fashion Designers of America’s decision to no longer feature fur on the official New York Fashion Week runways is a momentous shift in the industry. This sets the tone for how I hope to see faux fur continue to move from a trend to the norm across the industry.

I’m also encouraged by PETA’s efforts here. The attention and awareness brought to the fashion industry have been vital in bringing change to the forefront. Education is so important, not only in addressing the cruelty of animal-derived products but also in highlighting the multitude of beautiful, kinder alternatives now available.

Are there any new areas, whether materials, design, or advocacy, that you’re especially eager to explore next?

In terms of vegan options, we aim to create cruelty-free versions of what we still see out there: fur, leather, suede, shearling, feathers, snakeskin, crocodile skin, wool, silk, as well as down and feather filling for puffer jackets.

Looking ahead, our focus is on innovation across product, design, and creativity. Our team works closely with our suppliers to test new fabrications, exploring how we can develop new products and recreate the look and feel of an even wider array of animal skins to truly highlight the versatility and beauty of going vegan.

Menswear also remains a focus for us. This FW26, we presented our menswear and womenswear together for the first time in our new collection, Nomad, reinforcing our belief that there is a place for cruelty-free design for everyone. It’s been rewarding to see men become more receptive to wearing faux fur, and it motivates us to design pieces that work as essential outerwear staples, balancing utility with luxury.

What is the inspiration behind Unreal Fur’s new FW26 collection, Nomad?

We traded roots for wings this season. Nomad draws on themes of movement, exploration, and individuality, unfolding in rich chocolate hues and earthy neutrals, with luxurious faux fur and tailoring that feels enduring yet of-the-moment.

It’s always been important to me that Unreal Fur embodies a timeless ethos, as an Australian brand with universal appeal. I deliberately avoid fashion forecasts, taking inspiration instead from textures, fabrications, music, nature, and culture.

We wanted customers to feel these pieces would evolve with them, moving effortlessly from day to night, city to journey.