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Milan Fashion Week is not yet officially “Fur-Free”, but it is on the right track

Only 7 brands still use fur.

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Last Updated

September 16, 2024 Monday

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#animalfreefashion1

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The future of fashion is Animal-Free

Camera Nazionale della Moda Italiana (The National Chamber for Italian Fashion), organizer of Milan Fashion Week, has not yet followed the example of its English counterpart, which already from Spring-Summer 2019 and Fall/Winter 2019/20, presented collections completely free of fur, definitively banning animal fur from LFW starting from this year, with a decision by the British Fashion Council.

However, the path seems to be marked by the stylistic, commercial and, last but not least, sustainability choices of the brands: 65 brands are listed in the official fashion show calendar and only 7 are still making regular use of animal fur, 33 have not used animal fur in their latest collections and 17 brands have made a fur-free commitment (with a specific corporate policy or with public declarations).

Not only that, some brands, have also started to abandon other animal materials in addition to fur, such as kangaroo skin, down, and angora.

All the major global fashion brands declare that they are committed to contributing to the achievement of the Sustainable Development Goals of the UN 2030 Agenda, but few adopt coherent policies in the responsible sourcing of raw materials, such as the publication of a roadmap for the progressive disposal of animal materials - clearly not definable as "sustainable" - starting with fur!

OUR ANIMAL FREE FASHION WEBSITE

Since 2015, we have been talking to the main fashion companies (brands and retailers) to make them understand the criticisms in the production of animal materials (not only fur but also feathers, leather, and yarns) and the availability of more sustainable alternative materials that do not derive from the exploitation of animals.

LAV has created the Animal Free Fashion website to provide brands with useful information on Next-Gen Materials and to put them in competition by publishing the Animal-Free Policy adopted by individual brands in a dedicated database.

The future of fashion is Animal-Free: the recent Doxa survey commissioned by LAV and conducted among fashion consumers in Italy, France, Germany, Netherlands, Spain, and the United Kingdom has shown a propensity to purchase Animal Free fashion products from 75.4% to 85.4%; and the most far-sighted brands are taking note of this, adapting their offer to more sustainable and ethical products.

Animal Free shopping is not simply a “trend” but a consolidated market share.

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Milano Fashion Week SS25

  • Officially fur-free (with a corporate policy or publicly declared it), in calendar order:
    Alberta Ferretti, Max Mara, Philosophy, Prada, Moschino, Armani, SportMax, Gucci, Elisabetta Franchi, Versace, Ferragamo, Dolce & Gabbana, Diesel, Maison Margela, Marini, Jil Sender, Bottega Veneta.
  • Among the brands present at MFW and that, even without a formal fur-free commitment, are not using animal fur in their recent collections, stand out:
    Roberto Cavalli, Etro, Tod's, Missoni, Ermanno Scervino, Ferragamo, Laura Biagiotti,
    but also Iceberg, Luisa Beccaria, Marco Rambaldi, Del Core, Onitsuka Tiger, N.21, Genny, Anteprima, Federico Cina, Tokyo James, GCDS, Phan Dang Hoang, Vivetta, Sunnei, Luisa Spagnoli, Bally, Aniye Records, Andrea Adamo, Hui, Avavav, Rave Review, Maxivive, Chiara Boni, Via Piave 33, Francesco Murano, Jacob Cohën.
  • Still far from a fur-free choice instead:
    Fendi, Philipp Plein, Antonio Marras, Calcaterra, The Attico, Francesca Liberatore, Husky.

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