As traceability is the main function and purpose of the whole Furmark system, it is set to be the theme of our whole campaign.  Although traceability is a relatively less talked about subject in the fashion industry, it is nonetheless very important in terms of sustainability. We would also use the concept of traceability to trace back to the past to showcase the history and heritage of the fur industry, and ultimately educate the public on the efforts made by the fur industry to promote traceability and sustainability. By tracing back to the past and comparing it to the present, the campaign could connect the history of the fur industry and push it to a better future.