link.png Luxury label Armani to stop using fur← Back

The Armani Group has just made a big announcement: in the future, the fashion house will no longer use real fur in its fashion collections.
From Autumn-Winter 16 onwards, all the lines belonging to the Italian fashion label – which include Emporio Armani, Giorgio Armani and Armani Jeans - will cease using fur, opting instead for fur-free alternatives in a bid to stop cruelty against animals.
In recent years, fashion houses have been up against a lot of criticism for their use fur and exotic skins in their collections. In July last year, for example, Jane Birkin demanded that Hermès withdraw her name from the iconic Birkin bag following reports that crocodiles were being killed under inhumane circumstances. Facing such disapproval, increasing numbers of fashion designers are therefore opting to go fur free in a movement that is spearheaded by the likes of Stella McCartney, a designer who openly speaks out against animal cruelty.
In a statement Armani commented: "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."
Two groups with whom Armani is said to have been working, The Fur Free Alliance Group and The Humane Society of the United States (HSUS), have both praised the designer for this bold move and acknowledged that this is a step in the right direction for the fashion industry. In a blog post Wayne Pacelle, President and CEO of HSUS said: “Mr. Armani’s leadership makes it clear that designers can achieve luxury and creative freedom without real animal fur.”

However, with many luxury fashion labels – particularly Italian ones – still including fur in their collections, it seems like it could be a while before the entire industry is won over by fur-free alternatives.