Giorgio Armani Pledges Not To Use Real Fur Anymore

Emporio Armani Pre-Fall 2016

Emporio Armani Pre-Fall 2016

Giorgio Armani is among the first luxe designer brands to finally take a stance on real fur use. Fashion experts and environmentalists have had a long history of disagreements on the matter and now Armani might be setting the trend for the rest of the industry to follow. With all the available technology most brands are using faux fur including a vocal animal right supporter Stella McCartney, and designers like Tommy Hilfiger, Karen Walker, and Rebecca Taylor. But many luxe brands like Alexander Wang, Valentino, Hermes, and Karl Lagerfeld still go for the real thing.

Mmeanwhile Armani Group has finally partnered with The Fur Free Alliance after the initial promise to get rid of fur back in 2009. And designer said in a statement:

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.”

Now while this news may not sit well with the dedicated fur-lovers, faux fur is far more affordable and comes in a wide variety of colors aside from the humane factor.

Next step for environment’s would be growing meat in labs, but for now the precedent that Armani has set may just convince more brands to follow suit.