This is a major step for cruelty-free fashion.
Giorgio Armani announced today that the Armani Group will stop using fur in all of its products in agreement with the Humane Society of the United States and the Fur Free Alliance. The eight labels included are Giorgio Armani, Armani Collezioni, Emporio Armani, Armani Privé, AJ Armani Jeans, A/X Armani Exchange, Armani Junior, and Armani Casa. The change will go into effect with the group's fall 2016 collections.
"I am pleased to announce that the Armani Group has made a firm commitment to abolish the use of animal fur in its collections," Armani says in a statement to WWD, "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."
This is a major step for cruelty-free fashion, especially coming from a brand that PETA has called out in campaigns and protests for using fur. Armani joins a growing list of fur-free fashion brands including H&M, J.Crew, Calvin Klein, Ralph Lauren, Tibi, and Topshop.
HSUS is hoping other companies will follow suit. P.J. Smith, HSUS's corporate engagement manager says, "The HSUS calls on all designers who close their eyes to the cruelty behind fur in the name of creative freedom and luxury to follow Armani and embrace innovative alternatives."
Bring on the faux.