"This critical decision to stop using fur, declared by one of the world’s most iconic and talented designers, is an important victory for animals and fashion." Born Free USA CEO
Washington D.C. (PRWEB) March 22, 2016
Born Free USA, a member of The Fur Free Alliance, applauds renowned luxury brand Armani for today’s announcement that the company will stop the use of all real animal fur. With its decision, the Italian high-end label is responding to the growing consumer demand for ethical and sustainable fashion.
Armani will eliminate real fur, including rabbit fur, from its collection starting with its fall/winter 2016 season. The brand committed to this policy after working with the Fur Free Alliance, an international coalition of over 40 animal protection organizations focused on ending the fur trade.
According to Adam M. Roberts, CEO of Born Free USA and the Born Free Foundation, “This critical decision to stop using fur, declared by one of the world’s most iconic and talented designers, is an important victory for animals and fashion. We could not be more grateful to the leadership the Armani brand has shown, and we hope this action will strongly influence the rest of the high-end fashion industry. With every designer who goes fur-free, thousands fewer animals will be barbarically destroyed for their fur. This truly is a momentous moment for fur-bearing animals, and now that the Armani name is linked to compassion for the welfare of animals, we know the public will surely take notice like never before.”
Giorgio Armani said, “I am pleased to announce that the Armani Group has made a firm commitment to abolish the use of animal fur in its collections. 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.”
Most fur used in the fashion industry comes from fur farms, where wild animals are kept in small cages and killed by cruel methods that preserve the pelts - such as gassing and anal electrocution. In addition, fur production has high environmental costs and public health risks due to its chemical-heavy production process.
By committing to a fur-free policy Armani joins other high-end brands – such as Hugo Boss, Tommy Hilfiger, Calvin Klein and Stella McCartney - and acknowledges the ethical concerns of a new generation of fashion consumers.
Joh Vinding, Chairman of the Fur Free Alliance, said, “Armani’s fur-free announcement makes it clear that designers and consumers can have creative freedom and luxury all without supporting animal cruelty. Mr. Armani has been a trendsetter in the fashion world for decades and this latest announcement is proof that compassion and innovation are the future of fashion.”
Society’s changed ethical perception of animals and the public’s long-standing opposition to the fur industry have led various countries, including the UK, the Netherlands, Austria and Croatia, to ban fur farming. Around the world - as debates on fur farming bans are becoming more and more widespread - governments that value animal welfare are increasingly recognizing the fact that fur holds no future.
Armani’s compassionate decision will save thousands of animals from needless suffering and is celebrated by the Fur Free Alliance and millions of its supporters worldwide.
Born Free USA is a global leader in animal welfare and wildlife conservation. Through litigation, legislation, and public education, Born Free USA leads vital campaigns against animals in entertainment, exotic “pets,” trapping and fur, and the destructive international wildlife trade. Born Free USA brings to North America the message of “compassionate conservation” — the vision of the United Kingdom-based Born Free Foundation, established in 1984 by Bill Travers and Virginia McKenna, stars of the iconic film “Born Free,” along with their son Will Travers. Born Free’s mission is to end suffering of wild animals in captivity, conserve threatened and endangered species, and encourage compassionate conservation globally. More at http://www.bornfreeusa.org; http://www.twitter.com/bornfreeusa; and http://www.facebook.com/bornfreeusa.