For years now, PETA, The Humane Society, and countless other animal rights groups have been fighting to change fashion's use of fur. And although the fur industry is no longer as booming as it once was—thanks in part to more widespread education about animal mistreatment, evolutions in faux fur, and, yes, the red paint activists of the '90s—many fashion brands still opt to use real fur in trims, accessories, and garments. This morning, though, Armani Group made a momentous stand and announced that they will no longer use fur starting this fall across all brands, including Giorgio Armani, Emporio Armani, Armani Collezioni, Armani Exchange, Armani Junior, Armani Casa, and Armani Jeans.
"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," Armani said in a statement. "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."
This announcement further strengthens the notion that fur does not equate to luxury, as it was once widely thought. Last year, Hugo Boss also announced that they would cease to use real fur in all future collections. Calvin Klein, Ralph Lauren, and Tommy Hilfiger have too stopped using real fur in their lines. As Joh Vinding, chairman of the Fur Free Alliance, says, "Armani’s fur-free announcement makes it clear that designers and consumers can have creative freedom and luxury all without supporting animal cruelty. 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."
Below, see seven faux fur brands who are changing how we approach ethical fashion. You can also view a complete list of fur-free brands here.