With Fashion Week just over, there was no shortage of fur on the runways; Prada featured fur-trimmed capes, Etro showed plenty of coats with fuzzy collars, and Fendi went full-on and even had fur monsters as part of their show in Milan. However, one fashion house avoided the trend completely, and they intend to do so from now on: Armani.
The brand announced today that it will adopt a company-wide policy to cease the use of fur, starting from the release of its autumn/winter 2016 collection.
Founded over 50 years ago in Milan by Giorgio Armani, it has incorporated fur into its designs intermittently and cited the advancements of faux fur alternatives in its decision. According to Vogue, Giorgio Armani said: “”I am pleased to announce that the Armani Group has made a firm commitment to abolish the use of animal fur in its collection. Technological progress made over the years allows us to have valid alternatives at our disposition that render the use of cruel practices unnecessary as regards animals. Pursuing the positive process undertaken long ago, my company is now taking a major step ahead, reflecting our attention to the critical issues of protecting and caring for the environment and animals.”
The decision has been met with universal praise from the likes of Respect for Animals and Humane Society International and Free Fur Alliance, whom the designer has worked with to adopt the policy for its Giorgio Armani, Armani Privé, and Emporio Armani collections. Fur Free Alliance comprises of more than 40 animal-protection organisations focused on ending the fur trade.
“Armani‘s fur-free announcement makes it clear that designers and consumers can have creative freedom and luxury all without supporting animal cruelty,” said Joh Vinding, chairman of the Fur Free Alliance,” Mr. Armani has been a trendsetter in the fashion world for decades and this latest announcement is proof that compassion and innovation are the future of fashion.”
Reassuringly Armani is not the only house to adopt this policy; last year, Stella McCartney – who does not use any animal skins or leathers in her collections – made a statement with a catwalk collection of shaggy coats that she declared were made from faux fur.
Armani is currently exploring cruelty-free alternatives that will work just as well – or better – than the real thing. So, if you’re looking for luxury garments that are beautiful and ethical, you know where to shop next.