Mobilizing innovative ideas of the new generation to find solutions to the above challenges, Dr Mok and the programme team initiated a collaboration with HKFF. The collaboration covered two parts – Fur Design  Competition and Rebranding Fur Fashion Campaign. For part one, the fur design competition’s theme revolved around sustainability, in which vintage fur garments were redesigned and remodeled into contemporary new designs. For part two, students worked in groups on a marketing campaign for rebranding fur fashion, aiming to highlight the sustainable use of natural fur and to change the stereotype towards fur. Complete proposal, with clear campaign objectives and strategic plan on rebranding and marketing campaign, was developed by each student group. Clear execution plan and expected outcomes plus visual content (website, posts and videos) were included. The winning teams presented later to local and international visitors of the Hong Kong Fur Fair 2022, held during 22-25 February 2022 at Hong Kong Convention & Exhibition Centre.