Animal Rights Activists rejoice! The Armani Group has confirmed that the brand will go entirely fur free starting with it’s Autumn/Winter 2016 collections.
Following multiple talks over the years with animal rights activists, the company signed an agreement with The Humane Society of the United States and the Fur Free Alliance to stop using animal fur in all of its products.
“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.” said Mr Armani in a statement released by HSUS.
This decision comes long after the brand, who in 2009 had promised the People for the Ethical Treatment of Animals (PETA) to stop using fur completely in an interview before an Armani show (LA Times). Having not followed through with their promise, the brand continued to include real fur within their subsequent collections leading to PETA calling celebrities to boycott the designer on the red carpet.
Fur has made a major comeback since 2013 both on and off the runways, but for both ethical and financial implications, faux styles have been more than embraced by customers.