Armani Vows To Go Fur Free in All Upcoming Campaigns

BY Annie O’Sullivan

@AnnieOSUL_

This time of year, most people are looking forward to the sunny days, bright blue skies, and sandal-wearing weather that will soon grace us as April and May quickly approach.

But with Spring Fashion Week 2016 a thing of the past, the hottest fashion designers are already rushing to get back to the drawing boards and create—better and brighter than before.

Armani is just one of the many looking to get a head start for A/W 2016 Fashion Week, and it looks like they will be making one of the biggest splashes this upcoming fall. The Italian fashion house recently made the announcement that all products designed by Armani, whether that be the men’s suit line Armani Exchange or the jean line AJ Armani Jean, will no longer be made using real animal fur.

Giorgio Armani himself noted, “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.” He further went on to emphasize the need for all brands to get on board with this initiative and that he hopes Armani’s commitment will inspire other high-end brands.

This announcement follows countless years of protests by animal rights activist who condemn the use of real animal fur in the making of designer products. Many prominent animal activists groups, like PETA (People for the Ethical Treatment of Animals), eagerly welcomed the news, and a spokesperson for The Humane Society International said this pledge to be fur free demonstrates the need to reform the use of cruel practices within the fashion industry.

The Fur Free Alliance group also got in on the action, making it clear how happy they were about Armani’s decision to be fur free.

“Armani’s fur-free announcement makes it clear that designers and consumers can have creative freedom and luxury all without supporting animal cruelty,” said Chairperson John Vinding.

Armani is not the first high-end brand to make the pledge to use faux fur instead of real fur. The brand follows a long line of other designers that have eliminated the use of real fur in their products, like Ralph Lauren and Hugo Boss. One can only hope that Armani is just another push in the right direction, one that is desperately needed to revamp the fashion industry in how they use fur.