in a press releases The Kering Group, the company behind luxury brands such as Gucci, Saint Laurent and Balenciaga, has announced that it will no longer wear real fur.
Director François-Henri Pinault does not hide the fact that the decision to drop the fur is due to animal welfare considerations.
– When it comes to animal welfare, our group has always shown a willingness to improve practices in our supply chain and in the welfare sector in general. Now is the time to move on and stop using fur in all of our collections, says François-Henri Pinault.
Attack outside the shop
– clear direction
According to animal protection organization Anima, Kering’s decision is the latest example of a clear trend, which is that fur belongs in the past. The organization hopes the decision will inspire more companies to take a strong stance on animals.
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– Unfortunately, there are still companies today that use fur from animals. For good reason, we and many other countries have imposed a ban on the production and breeding of fur animals. On fur farms, animals are confined in small mesh cages without having the opportunity to live out your normal behaviour, says Niclas Feldberg, campaign manager at Anima.
Fur Free As of 2022
Kering’s guidelines will apply from the Fall 2022 collection, and brands include: Gucci, Saint Laurent, Bottega Veneta, Balenciaga, Alexander McQueen, Brioni, Boucheron, Pomellato, Dodo, Qeelin, Ulysse Nardin, Girard-Perregaux and Kering Eyewear.
The group is a dominant force in global fashion, and it has its own in 2020 38,000 employees and a turnover of 13.1 billion euros.
Anima has been running campaigns for fur-free fashion for several years, and in 2017 was able to help with advertising Gucci Fur Free Tips. Since then, many luxury brands have chosen the same path, including Chanel, Burberry, Versace and Prada who have turned their backs on fur.
Kering’s decision is very remarkable, and now it is clear that there is no future for fur. There are more and more companies that have to open their eyes to the terrible conditions in production, but I think many fashion companies will bear the consequences now. We can now look forward to soon becoming animal-friendly and fur-free, says Niklas Feldberg.
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