Italian fashion company Aeffe has taken a significant step towards a fur-free fashion industry by joining the Fur Free Retailer standard. This move aligns Aeffe with other well-known brands such as Dolce & Gabbana, Jimmy Choo, and Armani, who have also committed to eliminating fur from their collections.
Aeffe, which owns several popular brands including Moschino, Alberta Ferreti, Philosophy di Lorenzo Serafini, and Pollini, has announced that its collections will be fur-free starting from the spring/summer 2024 season. Additionally, the company has pledged to no longer purchase angora, following in the footsteps of multinational company Kering, who made a similar commitment earlier this year. However, any existing fur stocks will continue to be sold until they are depleted.
By joining the international Fur Free Retailer standard, Aeffe has demonstrated its dedication to sustainability and ethical fashion. This standard is supported by the Fur Free Alliance coalition, which consists of over 40 organizations that advocate for a fur-free industry. Other well-known fashion houses, including Gucci, Versace, and Michael Kors, have already integrated this program into their practices.
Massimo Ferretti, the president of Aeffe, emphasized the company’s commitment to biodiversity preservation and animal welfare. He stated that these priorities are part of Aeffe’s sustainability plan, which is built on three pillars: protecting the environment, promoting an environmentally friendly production chain, and focusing on individuals and communities. Ferretti also noted that Aeffe’s green ambitions align with the United Nations’ Sustainable Development Goals of the 2030 agenda.
The announcement from Aeffe comes at an opportune time, as it coincides with Milan Fashion Week. This highly anticipated event showcases influential runway shows for numerous fashion houses. With brands like Tom Ford and Gucci, led by new creative directors, and the Moschino collection, which is celebrating its 40th anniversary this year, these few days will set the tone for the creative future of these brands and the impact of their strategic changes.
Useful Links:
– Fur Free Alliance
– United Nations’ Sustainable Development Goals
