Design trends: faux fur

The latest fake fur throws, beanbags and cushions are soft, fine and silky - and will add texture, depth and luxury to your home this winter.
Helen Moore, who has been making fashion and furnishings for three decades, says fake fur has improved greatly in recent years. Her business in Devon employs 50 people, and she and her husband are both Goldsmiths College art graduates, as is daughter Hester.
“We’ve moved on from those first harsh acrylics to a fibre called modacrylic,” Moore explains, “The fur is now so much more luxurious and feels amazing. Everybody wants to stroke it, just like they want to stroke a cat.”
And what makes a good throw? “It is all about the look and feel. Examine the seams and edges. Check the lining is good quality and well stitched — you don’t want a synthetic-looking backing. We use suede-like or velvet fabrics.” Liberty, Selfridges and Fortnum & Mason stock the Helen Moore brand, and it is available online at


Faux fur is everywhere. Top fashion brands are producing jackets, scarves, bags and slippers, while all the home shops are flaunting faux. Crucially, “modacrylics” have replaced the older fake fibres, which makes new furs softer, finer and silkier, with authentic-looking fakes available of Arctic fox, brown bear, wolf, lynx, and, nearer to home, rabbit and mole.
For the more adventurous, bright pops of colour now include furs in cerise, flame, and turquoise. On a cold night a voluptuous throw with a soft suede or brushed cotton back makes you feel cosseted.


1. New for autumn is a huge range of faux fur throws at Oka
Shown here on the chair is a faux rabbit fur and velvet throw, £169, then from left to right, faux mink and velvet throw, £159; faux desert fox, £149; faux ermine and velvet throw, £169; faux leopard print and fleece, £149; faux lynx, £156; faux mole, £156; faux Arctic fox, £149, and faux desert fox throw, small, £125. The stag head coat hooks are £35 each. ​ 

Oka’s flagship store is in Fulham Road, SW3 (020 7581 2574). Branches in Lancaster Road, W11 (020 7792 1425), New King’s Rd, SW6 (020 7751 9874), and Sunningdale, Berkshire. Enquiries to (0844 815 7380).


“We have a new UK supplier for luxury faux fur and the trend has really taken off,” says Sherry Roberts, of online lifestyle brand “Most importantly for our customers, faux fur avoids animal cruelty.”

Shown here is a UK-made faux fox throw with faux suede back. Medium size (140cm x 180cm) is £129; large (140cm x 240cm) is £179.
Visit (020 7349 9057).

3. The French Bedroom Company
“Fake fur will add texture, depth and luxury to your interiors,” says Georgia Metcalfe, founder of The French Bedroom Company. White, soft, cool and silky, the Ice Queen throw (145cm x 180cm), costs £99.
Visit (01444 415430).

4. The White Company
Breezing in just in time for Christmas at The White Company are a big, luxurious faux fur beanbag, £285, and white faux fur Ralph Polar Bears with embroidered eyes. “Giant” Ralph is 45cm high x 70cm x 80cm and costs £140. The medium size (20cm high x 22cm x 24cm) is £20, and the little bear is £9 (11cm x 11cm x 11cm).

There are 13 stores within the M25, including Brent Cross, Canary Wharf, Covent Garden, Marylebone High Street, Kingston, St Pancras station and Westfield, or buy online at (020 3758 9222).

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