It was reported earlier last week that the Armani brand, as a whole, would end its relationship with fur, beginning with its F/W 2016 collections. This comes after many years of animal rights activists, protestors, etc., vying to have brands, such as Armani, to drop using fur.
“The Fur Free Alliance praises renowned luxury brand Armani for today’s announcement to drop all real animal fur. With its decision the Italian high-end label responds to a growing consumer demand for ethical and sustainable fashion.” – Fur Free Alliance
Technology has also been an influence on Mr. Armani’s idea to go fur free, saying, “Technological progress made over the years allows us to have valid alternatives at out disposition”.
Armani is not the first major luxury brand to follow suit. Hugo Boss, Stella McCartney, Calvin Klein, and Tommy Hilfiger, are all apart of the fur-free policy. This begs the question as to how the dynamics of the industry will shift if fur becomes a “once upon a time” practice.
THE FASHION MANSION GROUP
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