Great news, Green Monsters! Armani is going fur-free! The luxury Italian fashion brand announced Tuesday, March 22, that it will forgo the use of real animal fur across all of its labels. The decision is an incredible moment in both fashion and animal rights history, as high-end brands have continued to cling to the use of animal skins and fur as staples of “luxury,” even as consumer trends have tilted away from their use.

“I am pleased to announce that the Armani Group has made a firm commitment to abolish the use of animal fur in its collections. 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,”saidGiorgio Armani.

Advertisement

In this decision, Armani will eliminate real fur, including rabbit fur, from its collection starting with its fall/winter 2016 season. The brand committed to this policy after working with the Fur Free Alliance, Humane Society of the the United States and an international coalition of more than 40 animal protection organizations focused on ending the fur trade.

The move is an incredible victory for the animal victims of the industry because while designer fashions may look appealing on the runway, behind the scenes are horrific fur farms, where animals are stolen from the wild, kept in small cages, and then killed by cruel methods, including gassing and even anal electrocution, in order to preserve the pelts.

On average it takes about 40 rabbits, 70 minks and up to 100 chinchillas to make one fur coat.

Fur farmingFlickr

 

Armani’s decision to eliminate the use of fur completely will save thousands of animals from this cruel fate. For such an iconic designer to publicly announce this decision truly marks a new era for fashion.

“Armani’s fur-free announcement makes it clear that designers and consumers can have creative freedom and luxury all without supporting animal cruelty. 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,” Joh Vinding, Chairman of the Fur Free Alliance, said in an emailed statement.

We’re cheering for this landmark moment in today’s fashion world toward a more compassionate industry. With the list of fur-free designers growing longer each day, it’s clear that fur is on it’s way out! As consumers, we can all help expediate this change with our personal buying habits. Remember to always check the labels to ensure the products you buy are fur free, for a quick guide to tell the difference between faux and real, click here.

Lead image source: Orlandkurtenbach/Wikimedia Commons

Advertisement