That's the message the Fur Council of Canada -- the association of Canadian furriers -- will be sending next month with its latest glossy ad campaign to appear in major fashion magazines. Across eight full pages in the November Vogue, a fresh-faced blonde models a cross-section of the latest fur fashions by Canada's top fur designers and manufacturers.

"We've already had a tremendously positive critical reaction to the photography from a few editors who previewed the ads," said Alan Herscovici, the Council's executive vice president. "Our goal is to show consumers that, while they've always known Canadian furs were high in quality, now they also have a lot of innovation and creativity."

Herscovici explained that the Council chose garments for the campaign to display the wide range of fur fashions now available in Canada.

The first page of the Vogue ad spread will also serve as a stand-alone ad in November issues of W, Elle, Elle Quebec and Flare. This page carries the slogan "Fur Fever" and features a black mink funnel-neck sweater with petal cuffs by an unnamed designer.

Each consecutive page features a fur that sends a particular message to the consumer about variety available in Canadian furs. Herscovici explained:

"As you look through the booklet, you come across a new treatment for a combined beaver and mink coat by Theo that's reversible. Next is Zuki's fox-trimmed sheared beaver vest, which is important because vests are hot right now, the fluffy look of fox is re-emerging, and consumers are learning that fur is not just about big coats anymore. Then we come to Grosvenor's mink coat, which is very much in demand still.

"Following is Paula Lishman's knit beaver cape, which emphasizes the knit trend, the hippie chic cape trend, and also all the interest in fur for home furnishings; the cape can double as a blanket or throw.

"Jean Crisan's blue and gray coat shows off another new fur treatment -- that of texture obtained by grooving sheared beaver. Next, Louis Feraud might be a French design house, but their furs are made in Canada, and this one is all about color and the combination of curly persian lamb -- which is hot right now -- with long-haired fox. Finally, Musi's beaver jacket is young, modern streetwear."

The campaign cost in excess of $500,000. Designing it as a cooperative effort help offset the financial responsibility. Pitching in as sponsors are the federal government of Canada and the North American Fur Association (NAFA). NAFA is a marketing association for fur pelts sourced in North America, and this is the first glimpse of its new pelt label. Two different labels appear, including NAFA mink and NAFA Northern, for wild furs.

To help consumers find the furs featured in the ad campaign, the Council has solicited retailer participation. At least 54 different fur companies across North America will have their names appear on specific pages of the Vogue ads, to show they carry the particular fur featured on that page.

"When you go into a fur store, ask to see new fur styles, including those shown in our ads," recommended Herscovici.

"Consumers have demanded new types of fur fashions. It has taken a while for the trade to re-tool and produce those new fashions, but we think these will interest the younger woman and the woman who keeps up with fashion," Herscovici concluded.