Armani Pledges to Go Fur-Free
Ethical fashion is slowly taking over as more designers begin to recognize the impact of their manufacturing on the environment, animals and human rights. Giorgio Armani is the latest designer to join the movement toward ending fur trade, announcing last week that starting with his AW 2016 collection, his fashion house and its labels will be 100% fur-free.
Working with the Fur Free Alliance, which comprises more than 40 animal protection organizations, Armani plans to implement this change across Giorgio Armani, Emporio Armani, AJ Armani Jeans and homeware line Armani Casa.
“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,” said Armani, who now stands among Hugo Boss, Ted Baker, Topshop, Calvin Klein and Stella McCartney in their fur-free efforts.
Image Credit: Getty Images.
In the past Armani considered going fur-free when the People for the Ethical Treatment of Animals (PETA) showed him materials that made a case against the use of fur. Still, Armani continued to use rabbit fur in his collections. Finally after lobbying from animal rights activists the designer has decided to commit fully to the cause, a maneuver PETA acknowledged as a "remarkable victory." Joh Vinding, chairman of the Fur Free Alliance also commented, “Armani’s fur-free announcement makes it clear that designers and consumers can have creative freedom and luxury all without supporting animal cruelty."
Using synthetic furs instead of authentic pelts is what Armani plans to do in his future collections. "Technological progress made over the years allows us to have valid alternatives at our disposal," said Armani. People enjoy fur for the look, texture and feel of the product, and the ability to mimic these qualities with synthetic fur is a major stride in the fashion industry.
The Humane Society International in the United Kingdom said, "Armani is the first word in luxury fashion, so it is hugely significant for global fashion.” Indeed, when one major company steps forward, others are bound to follow suit.
