Armani Will No Longer Use Fur In Its Collections
After years of getting in trouble with PETA, Armani has decided to swear off fur in its future collections, starting with the fall 2016 season.
In an agreement with The Humane Society of the United States and the Fur Free Alliance, the label has promised to go fur-free. And considering Giorgio Armani’s frequent use of fur in his designs, this should save the lives of many furry creatures.
This is been a long time coming for the major fashion house, considering all the criticism its received from PETA. In fact, back in 2008, PETA protested Armani’s use of rabbit’s fur to make outfits for babies, even though the brand had previously sworn off fur. Interesting. Then again, in 2012, nude protestors lied in caskets that read “Armani: Fur Is Dead” outside a fashion show. Yeah, people really do not like fur.
So, if Armani has promised to cease its use of fur before, and then shamelessly continued to use fur in every collection, how do we know things are different this time around? We don’t. But Giorgio Armani has personally promised to take his brand in a fur-free direction, believing that the alternatives are so advanced, there’s no longer a reason to use real fur. Here’s what he had to say:
“I am pleased to announce that the Armani Group has made a firm commitment to abolish the use of animal fur in its collections,” Giorgio Armani said in a press release. “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. Pursuing the positive process undertaken long ago, my company is now taking a major step ahead, reflecting our attention to the critical issues of protecting and caring for the environment and animals.”
He left out the part about how animals are cute, fluffy, and have souls of their own, but I guess this works too.