The Armani group, which includes catwalk labels Giorgio Armani and Emporio Armani, AJ Armani Jeans and homeware brand Armani Casa, will be fur-free from the autumn/winter 2016 collection.
Armani’s no-fur promise comes after the designer worked closely with Humane Society International and The Fur Free Alliance, a coalition of 40 animal protection organisations in 28 countries working to end the fur trade.
As Armani stated: “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” and that the decision reflected his luxury group’s attention to “the critical issues of protecting and caring for the environment and animals”.
More and more brands and designers, such as Hugo Boss, Calvin Klein, Tommy Hilfiger and Ralph Lauren, are shunning fur and switching to cruelty-free 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 Joh Vinding, chairman of the 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.”
Step by step, something is changing and at the age of 81, Armani is proof that it is never too late to change. We heartily hope his historic decision will inspire all brands to cut the unnecessary use of fur from their collections!