Japanese label Fur, Fur showcased their 2012 Spring/Summer collection on the runway at Laforet Museum Harajuku. Named after creator Aya Furuhashi, Fur, Fur began in 2005 under the name Fur. The label was first centered around “action painting and handmade creation”. It broadened focus in 2006, when it was launched as an independent fashion brand. The name was changed to Fur, Fur in 2008. The Fur, Fur 2012 S/S Collection show at Japan Fashion Week was not a traditional runway show, but rather an exhibition where live models sat around tables wearing conceptual outfits.