No More Fur

Gucci faux fur A/W 17
Gucci faux fur A/W 17

This week Gucci joined the already large group of fashion brands who boycotts fur. During the 2017 Kering Talk at London Collage of Fashion last Wednesday CEO Marco Bizzarri introduced the company’s new fur-free policy. Bizzarri said: “Being socially responsible is one of Gucci’s core values, and we will continue to strive to do better for the environment and animals. With the help of HSUS and LAV, Gucci is excited to take this next step and hopes it will help inspire innovation and raise awareness, changing the luxury fashion industry for the better.” This new policy will be implemented from the spring/summer 2018 collection. According to Business of Fashion Bizzarri says fur products are worth about €10 million annually and will be replaced with products made of faux-fur, wool and new fabric innovations. Creative director Alessandro Michele partook in the decision-making process and emphasized that fur is no longer modern.

With this action Gucci joins many other leading fashion brands and retailers in going fur-free including Armani, Calvin Klein, HUGO BOSS, Net-a-Porter, Ralph Lauren and Stella McCartney. Stella McCartney even claims to be the fully vegetarian. “We are the world’s first and only vegetarian luxury brand. We do not think that any animal should give their life for the sake of fashion. We do not use and have never used leather, skins, feathers or fur in any of our products, collaborations or licensed products. This is a decision that we stand behind both ethically and environmentally.” Swedish fashion brand BACK, with creative director Ann-Sofie Back, is another example of a vegetarian fashion brand. No animal products are used in their collections and the office at Södermalm in Stockholm is completely meat free.

The reasons for going fur-free are not only linked to animal cruelty. The meat and leather industry is responsible for emitting 18% of manmade greenhouse gases in the world, which is even more than the share for all transportation. Moreover there’s the question about land and water usage in driving up cattle, as well as methane emission. In recent reports from United States Environmental Protection Agency., presented in documentary “Cowspiracy”, US methane emission from livestock is nearly equal to natural gas emission. To conclude, there are lots of reasons not to wear fur or leather. By banning fur the fashion houses and retailers are making the decision easier for consumers. A step in the right direction!


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