After numerous protests from animal rights groups (PETA, The Humane Society) spanning over the last 20 years or so, The Armani Group has today announced that it is going fur free, starting with its Fall 2016 collections.
Armani joins the likes of Hugo Boss, Ralph Lauren, Calvin Klein and Tommy Hilfiger with a pledge to cease using real fur.
In a statement released by the Humane Society of the United States, Giorgio Armani himself stated: “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.”
This is a huge win for animal rights activists, who in the past have targeted Armani for its continued use of the skin. In 2009 PETA supporters lay in coffin-like boxes, tagged with “Armani: Fur is Dead," outside Armani’s Taipei store.
It’s hoped this announcement sets a trend for other luxury brands, going to prove there are viable alternatives to real fur that don’t support animal cruelty.