Armani is one of the biggest names in fashion, and the iconic designer has now decided to go completely fur-free.
Giorgio Armani announced today that starting with the fall 2016 collection, he will no longer use fur in any of the future Armani collections or throughout any of the other Armani Group labels.
"I am pleased to announce that the Armani Group has made a firm commitment to abolish the use of animal fur in its collections," Armani said. "Technological progress made over the years allows us to have valid alternatives at our disposal 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."
The brand has been criticized for using fur for years, especially after PETA called out the designer in 2008 for creating children's coats with rabbit fur. PETA even went as far as setting up coffins outside the Giorgio Armani store in Taipei that read "Armani: Fur Is Dead." The brand is now being praised by animal rights organizations for finally making this decision.
"This critical decision to stop using fur, declared by one of the world's most iconic and talented designers, is an important victory for animals and fashion," said Adam M. Roberts, CEO of Born Free USA and the Born Free Foundation. "We could not be more grateful to the leadership the Armani brand has shown, and we hope this action will strongly influence the rest of the high-end fashion industry."
The designer worked closely with the Humane Society of the United States (HSUS) and the Fur Free Alliance, which is a coalition of 40 animal protection organizations in 28 countries working hard to end fur trade.
"Armani provides leadership in an industry that has fallen behind others when it comes to animal welfare," said P.J. Smith, corporate engagement manager of the Humane Society of the United States. "The HSUS calls on all designers who close their eyes to the cruelty behind fur in the name of creative freedom and luxury to follow Armani and embrace innovative alternatives."
"Armani's fur-free announcement makes it clear that designers and consumers can have creative freedom and luxury all without supporting animal cruelty," said John Vinding, chairman of Fur Free Alliance. "Mr. Armani has been a trendsetter in the fashion world for decades and this latest announcement is proof that compassion and innovation are the future of fashion."
