In May 2019, Prada Group have announced that they did not see the future in natural fur products. Referring to the new policy of “innovation and social responsibility”, Miuccia Prada pledged the brands Prada and Miu Miu, starting with the spring-summer 2020 collections, to abandon natural fur.
In recent years, a significant number of luxury brands, including Burberry, Gucci, Chanel, 3.1 Phillip Lim, Coach, Diane Von Furstenberg, DKNY, Michael Kors, Versace and Giorgio Armani, have published statements that they stop using mink fur, fox, chinchillas, rabbits and other animals. Some brands even abandoned the manufacture of expensive leather products from exotic animals and angora.
Even the Queen of Great Britain supported a change of attitude towards fur: Buckingham Palace confirmed that all new clothes for Her Highness would be made only of faux fur.
The creation of the People for the Ethical Treatment of Animals (PETA) organization in 1980 sparked an early wave of activism, PETA tactics made a lot of noise even then: those who were not indifferent were protesting loudly at the venues that penetrated the show activists threw fake blood to designers and models, stellar proponents of the movement went public naked in support of the slogan “Better naked than in furs.”
The hostility of the fashion industry to fur in recent years clearly indicates changes in the world: there is consumer demand for transparency and environmental sustainability of production.
Stella McCartney, whose brand has been following vegetarian policies since its founding in 2001, recently proposed an option that could be a step forward for anyone who cares about the environmental footprint of faux fur production.
Time will tell whether natural fur will disappear from circulation in the future or not. Today, the number of brands that have expressed a desire to rethink their attitude towards fur is growing every week. And only one thing is clear: the time for the conscious choice has come.