The idea that fur is springing into fashion again is absurd, even though that's the line the fur trade has tried to sell to reporters for more than a decade. You may see more fur on the catwalk, but that's because fur is so cheap that furriers have resorted to paying designers to use it. Its presence on the catwalk does not reflect what people are wearing on the high street.
Disgraced former MP Mark Oaten attempts to justify the unjustifiable - the cruel killing of animals for their fur - by calling the decision to purchase fur a "personal choice". Some things, of course, are a matter of choice - I still listen to 80s music - some things, however, are simply right or wrong.
Besides the risk of looking like Liberace, there's another reason why men should avoid fur at all costs: cruelty to animals is a real turnoff and isn't going to score you any points with the ladies - or anyone else, for that matter. In fact, according to a recent opinion poll, 95 per cent of British people say that they wouldn't dream of wearing real fur. That's because they know that for the animals trapped in filthy cages on fur farms, who are never allowed to feel the grass beneath their feet or dive into a cool stream...
While I'm no branding expert, when I think of the sort of man who would wear fur, I like to take a simplistic approach. I call it my 'macho' or 'metro' rule of thumb... and If beards can become a fashionable look after so many years consigned to the grooming waiting room, I have great hopes for fur fashion for men.
I won't bore you with too many of the trend details here - let's face it, most of you will just want to look at the pictures - suffice to say that faux fur is where it's at for responsible winter chic with labels from the hautest designers to the ends of the High Street producing versions that range from the 'It looks real, I'm sure it's real, that can't be a fake' to cuddly teddy bear fun.