London-based designer Karl Donoghue, who runs his own eponymous brand, has presented a collection of sheepskin-based fur accessories and clothing. His furs are also popular in Japan among fashion-conscious women in their 30s and 40s. In London, the brand is a hot topic, beloved by celebrities like Kate Moss and Victoria Beckham. Women are likely captivated by its style, which exudes a trendy yet timeless feel. Karl Donoghue's first encounter with sheepskin began while preparing for his graduation project at design school, when he came across a black-and-white photograph of Tibetan nomads wearing traditional fur. Karl Donoghue launched his eponymous brand in 1995. "At first, I released a collection using Mongolian lamb, but after discovering the exquisite sheepskin of a Spanish tanner, my collection gradually became centered around sheepskin. My relationship with the tannery continues, even now, 20 years later, and it continues to inspire me," he says. When asked about the idea of fur as luxury, he gave a clear, British answer: "It wasn't that I thought of fur as luxury. I began using sheepskin as the material that best suited my fashion expression. Of course, it's expensive, so it falls into the luxury category, but it's different from furs like mink or chinchilla." Because sheep are first used for food and then turned into sheepskin, they are not targeted by anti-fur groups, even in the UK, where animal rights are strong in the West.
"In the 1980s, anti-fur campaigns became popular in the fashion world, and some designers began using fake fur in support of this idea. Fake fur has its merits, but real fur is still attractive to customers who prefer the real thing. The timing of our founding was also a factor in the success of our business."
When the brand started, there were few brands specializing in sheepskin, and Carl Donoghue created a new market.
The selling points are too numerous to list: comfort, a wide range of colors, lightness, and just the right amount of fashion. He also adds, "I found my shrug (shoulder bag) from 20 years ago online and was surprised to find that it was already being treated as vintage." The high quality, long-lasting popularity, and eco-consciousness seem to be part of the appeal.
