Kering, the renowned French luxury fashion conglomerate, recently made an important announcement confirming its commitment to eliminating fur from all its collections. This significant decision reflects a growing trend within the industry, as fashion houses increasingly respond to consumer demands for ethical and sustainable clothing and accessories.
Kering’s flagship brand, Gucci, took the lead four years ago by announcing its decision to stop using fur in its products. Since then, other prominent fashion houses such as Prada, Burberry, and Canada Goose have followed suit, acknowledging the criticism they faced for incorporating animal fur into their designs.
The strategic move to go fur-free is in line with the industry’s efforts to attract younger, environmentally-conscious consumers. Luxury fashion brands recognize the importance of sustainability in maintaining and cultivating a customer base for future generations. By eliminating fur from their collections, these brands aim to enhance their sustainability credentials and meet the expectations of conscientious shoppers.
Starting from the fall 2022 collections, Kering’s various brands, including Balenciaga, Bottega Veneta, Alexander McQueen, Brioni, and Saint Laurent, will no longer incorporate fur into their designs. This company-wide ban signifies a permanent commitment to fur-free fashion, regardless of any potential changes in creative direction in the future. In contrast, Kering’s rival, LVMH, grants creative directors the autonomy to decide whether or not to utilize fur in their creations.
While full-length fur coats have fallen out of favor in recent years, fur trimmings and luxury handbags utilizing animal fur have still remained prevalent in the industry. However, the public outcry and increased calls to ban animal products within the fashion realm were heightened by distressing images of mass mink cullings in Denmark during the COVID-19 pandemic.
François-Henri Pinault, Chairman and CEO of Kering, emphasized the significance of adapting luxury fashion to meet the evolving needs and values of clients. He stated, “The time has now come to take a further step forward by ending the use of fur in all our collections. The world has changed, along with our clients, and luxury naturally needs to adapt to that.”
Undoubtedly, the announcement from Kering carries significant implications for the declining fur trade and adds pressure on other fashion brands that continue selling fur to reconsider their practices. Animal welfare organizations, including the Humane Society, view this decision as a milestone in the industry and a severe blow to the fur trade.
Kering’s unwavering dedication to becoming fur-free showcases its commitment to sustainability and its ability to respond to the demands of consumers who prefer ethically produced fashion. As more luxury fashion houses make similar commitments, the industry as a whole is evolving to prioritize ethical and environmentally-friendly practices, ensuring a more sustainable future for fashion.
Useful links:
1. Kering Official Website
2. Humane Society International
