Design & Fashion

Armani goes fur-free

The Armani Group decided to eliminate animal fur from its collections. According to the Fur Free Alliance it’s a “historic day” for the fashion industry.

Stella McCartney, Hugo Boss, Calvin Klein, Tommy Hilfiger, Zara, H&M, Bershka, American Apparel, ASOS and Elisabetta Franchi. A new member joins this list of brands that decided not to use animal fur in their products. We’re talking of Armani, the Italian fashion house operating worldwide for over 40 years.

armani fur free
Armani decides to go fur-free, a historic moment in the fashion industry © Pascal Le Segretain/

In fact, the luxury fashion house announced that, starting from the release of its autumn/winter 2016 collection, it will pledge to stop using fur in all its collections (Giorgio Armani, Armani Collezioni, Emporio Armani, Armani Jeans, Armani Junior, EA7 and Armani Home) and become a cruelty free brand.

The move has been announced by Fur Free Alliance, an international alliance including various animal rights organisations that is represented in Italy by LAV (the Italian anti-vivisection association).



According to estimates of the environmental association published by Simone Pavesi, Manager at LAV for Animal Free Fashion, “every year some 95 million minks are killed for their fur”. A shocking figure considering the cruel practices animals endures every day in farms.

armani real fur
There are many alternatives to the use of real fur ©

Due to the fact that fur processing requires highly toxic substances for people and the environment, ceasing to use them in the fashion industry is ethical as well as sustainable.

And as the fashion designer himself added, “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”. In conclusion he said “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”.

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