Versace Joins the Fur Free Movement
“I don’t want to kill animals to make fashion,” said Donatella Versace, “It doesn’t feel right.”
The powerhouse brand Versace announced on Wednesday March 14th that they would stop using real animal fur in their designs. It wasn’t until Friday that Versace made an official statement saying that they would stop the use of real fur beginning in 2019.
Versace has joined a growing list of designers that have announced their exit of the fur industry. Gucci, Michael Kors, Jimmy Choo, and most recently Italian accessory brand Furla have announced that they will stop using fur in their upcoming collections. With so many designers joining this fur free movement it makes me wonder, what made these luxury brands that are known for using an excess amount of fur want to stop using fur in the first place. Are they using anything in place of fur, or is fur no longer a trend?
Let’s go back to 2017 when Michael Kors announced that his brand along with newly acquired Jimmy Choo would not be using real fur beginning in 2018. The reason that Michael Kors gave was, “Due to technological advances in fabrications, we now have the ability to create a luxe aesthetic using non- animal fur.” Furla’s choice to go fur free was in large part due to a, “growing request for ethical products by consumers,” according to Alberto Camerlengo, executive officer of Furla.
Although Donatella Versace announced that the brand would stop using real fur, she did not say if Versace would begin using faux fur. I guess that we will have to wait and see. Both Michael Kors and Furla have said they will use “ecological faux fur,” in their future collections.
Is fur no longer a trend? I would have to say that the use of real animal fur is no longer a trend, but the use of a more environmentally friendly faux fur is trending.
I can only hope that other designers decide to join the movement and go fur free in the future.