A huge feat has been made in the animal rights movement! Italian designer Giorgio Armani has confirmed the Armani Group is going fur free.
The Armani group, which includes fashion lines Giorgio Armani, Emporio Armani, AJ Armani Jeans and Armani Casa, has made an agreement with the Fur Free Alliance to cease using animal fur in all of their products. The change will begin with the autumn winter 2016 fashion collections.
“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 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”, said Giorgio Armani in a statement on Armani.com.
The decision to stop using fur comes after years of pressure from animal rights activists.
“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 on Armani.com, “Compassion and innovation are the future of fashion.”
Claire Bass, executive director of Humane Society International said, “With this move by Armani probably the most powerful message yet that killing animals for their fur is never fashionable.”
Other big name fur free brands include Hugo Boss, Calvin Klein, Tommy Hilfiger, Ralph Lauren and Stella McCartney.