The Humane Society of the United States announced today that Italian luxury house Giorgio Armani has vowed to make all of its labels—which include Emporio Armani, Giorgio Armani, AJ Armani Jeans, A/X Armani Exchange, and Armani Privé, among others—100 percent fur-free, starting this fall.
“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 said in a statement. “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.”
The Armani Group’s commitment to abolish the use of fur comes almost a year after Hugo Boss announced that it would be adopting a fur-free policy, also banning angora and geese-plucked down feathers. Other brands refuse to use fur in their wares include Tommy Hilfiger, Ralph Lauren, Calvin Klein, and Stella McCartney. (See the Humane Society’s list of fur-free retailers here.)
Fur continues to be a widely used luxury material—it is, after all, over a $40 billion industry, according to the International Fur Federation—and a highly divisive topic. Whether other European luxury houses will join the fur-free movement remains to be seen.