Daily Management Review

French Luxury Group Kering Announces Complete Stoppage Of Use Of Fur


In recent years, a number of fashion and luxury brands and houses have stopped using animal fur in line with demands from customers and in response to wider calls for making ethical and sustainable clothing and accessories and the latest fashion brand to join this list is France’s Kering which announced it will stop using animal furs in all its collections.
This measure from the company was announced four years after Gucci, the flagship brand of the company, had stated that it would no longer use animal fur for its products. Following that move four years ago, fashion brands Prada, Burberry, and Canada Goose, which had been severely criticized from various quarters for using coyote fur in their products, were among those fashion houses who followed suit.
In recent years, there has been a conscious effort by fashion brands to burnish their sustainability credentials especially with younger and the environmentally aware customers so that they are able to develop future generations of premium clients.
According to the announcement, none of the group's houses will use fur beginning with the autumn 2022 collections.
"The time has now come to take a further step forward by ending the use of fur in all our collections. The world has changed, along with our clients, and luxury naturally needs to adapt to that," François-Henri Pinault, Chairman and CEO of Kering, said.
In recent years, a number of brands of the group including Balenciaga, Bottega Veneta, Alexander McQueen, Brioni, and Saint Laurent, have slowly stopped the use of animal fur in their products. The latest company wide announcement of stopping the use of animal fur effectively stops usage of fur in the future even in the event of a shift in the artistic direction.
On the other hand, LVMH, which a larger rival of Kering, has left the decision to the usage of fur in its products on its creative directors.
Despite the fact that fur coats have gone out of favour in recent years, it is nevertheless utilized as a trim or in luxury handbags.
At the height of the coronavirus epidemic, images of huge slaughterings of mink that were infected with coronavirus in Denmark sparked public outrage and heightened calls to restrict the use of animal products in the fashion industry.
"The announcement is a significant blow to the declining fur trade and puts pressure on the few remaining fashion brands that continue to sell fur to follow suit," said the Humane Society