Giorgio Armani: Fur No More
Animal fur will no longer be welcome in Armani’s designs and collections.
The next time you see fur in Armani’s collections, it will not be the fur of an animal subjected to cruel and inhumane practices. Instead, the design house is opting to use machine-made synthetic fur in a move that is likely to impact not only the fashion world but animals as well.
This historic move by the designer comes after his announcement in 2007 to steer the fashion house away from its use of animal fur. Speaking of this decision, Armani, 81 said that the advancement of new technologies allows designers to find cruelty free ways to use fur in their collections without supporting animal cruelty and the trade of animal fur.
Working together with the Fur Free Alliance, the brand will see its luxury and ready-to-wear brands, join other fashion houses such as Hugo Boss, Tommy Hilfiger, Calvin Klein and Stella McCartney. Fur has long been under scrutiny with several animal rights groups educating the public on what it takes to produce the luxury item that was once a staple of every fashionista. With fur now slowly making its way back into the world of fashion, this could just convince other designers to move in a similar direction.