The Armani Group Goes Fur Free

Who says luxury fashion cannot be sustainable? In an agreement with the Fur Free Alliance and the Humane Society of the United States, the Armani Group, which owns catwalk labels Emporio Armani, Giorgio Armani, AJ Armani Jeans and Armani Casa, has declared its intention to stop using fur starting with their fall 2016 collections. The Armani Group confirmed its willingness to officially go fur free yesterday morning, after years of lobbying by animal rights activists (among which the aforementioned Fur Free Alliance and the Humane Society, along with PETA, always were on the front line when it came to protesting the label’s animal-fur-based choices).

The Armani Group Goes Fur Free

The luxury group will follow in the footsteps of other brands, such as Calvin Klein, Stella McCartney and Hugo Boss (just to name a few), which had already committed to a more sustainable fashion policy long time before their decision. By choosing to go fur-free, the Armani Group proved to be concerned about its customers’ ethical issues as well, not to mention its eagerness to lessen the distances between luxury and sustainable fashion.

“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;” declared Giorgio Armani in a powerful statement.

Not everyone may know that fur-free policies not only stop animal exploitation, but also help reduce air pollution, since utilizing fur to adorn clothing pieces and/or accessories comes with high environmental costs due to an intensive production process that involves risky and pollutant chemicals.

Regarding the announcement Joh Vinding, Chairman of the Fur Free Alliance (which is a famous international coalition of over 40 animal protection organizations) enthusiastically stated that “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.”

Claire Bass, executive director of Humane Society International/United Kingdom, had something to say, and chose to do it while also taking the time to remove a few pebbles from her shoe. “Armani is the first word in luxury fashion, and so it is hugely significant for the global fashion industry that Armani has pledged to remove animal fur from all his new collections going forward. Those designers such as Prada, Fendi and Michael Kors who continue to put animal suffering on the catwalk are looking increasingly isolated, with this move by Armani probably the most powerful message yet that killing animals for their fur is never fashionable.”

Like the Fur Free Alliance, the Humane Society International focuses on ending the fur trade for good.

Photo courtesy of Vogue

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