Following in the steps of ardent anti-fur designers Vivienne Westwood and Stella McCartney, iconic fashion house Armani have announced that they’ll be fur-free from here on out.
Giorgio Armani made the announcement in a statement yesterday, stating that all Armani lines – which includes Armani Prive, Emporio Armani, Armani Jeans, Armani Exchange, Armani Junior, EA7, Armani Casa and Armani Beauty – would no longer be using animal fur.
“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”.
Armani have long had battles with PETA and a range of other animal rights activism agencies. PETA notoriously led a campaign a few years ago, in which they left coffins out the front of Armani stores which were stamped with the words ‘Armani: Fur Is Dead’.
Executive director of ‘Humane Society International’ Claire Bass said this:
“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.”
She also said that designers who use fur are “looking increasingly isolated”, and that the decision from Armani is “probably the most powerful message yet that killing animals for their fur is never fashionable”.
Slowly but surely we are moving towards an industry that doesn’t compromise on quality or style, but doesn’t have to use carcasses to do so. Incredible.
Photo: Catwalking & Venturelli / Getty.