“The time has now come. The world has changed, along with our clients, and luxury naturally needs to adapt to that.”

One of the world’s largest luxury fashion giants Kering Group has announced that it will no longer sell fur.

In a statement, the global Luxury group declared that all its brands would be ditching the use of fur from their fall 2022 collections onwards.

This means Saint Laurent (famously known as YSL) and Brioni, which were still using fur in their collections, will also go fur-free.

Kering’s other brands, namely Gucci, Alexander McQueen, Balenciaga, Bottega Veneta, Boucheron, Girard-Perregaux, Qeelin, Pomellato, DoDo, and Ulysse Nardin, have already announced their own fur-free policies.

‘The world has changed’

Francois-Henri Pinault is Kering’s CEO and chairman. He said the company took the decision because it is “just the right thing to do.”

 “We do it out of conviction, for the sake of ethics and modernity,” he said.

The CEO added: “For many years, Kering has sought to take the lead in sustainability, guided by a vision of luxury that is inseparable from the very highest environmental and social values and standards.

“When it comes to animal welfare, our Group has always demonstrated its willingness to improve practices within its own supply chain and the luxury sector in general.

“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.”

 The power fashion house is also exploring innovative vegan-friendly materials with vegan leather (Mylo) maker Bolt Threads.

Fur free fashion

Kering joins a growing list of fashion labels and designers in banning fur, including Oscar de la Renta, Valentino, Moose Knuckes, Neiman Marcus, Saks Fifth Avenue, Canada Goose, Holt Renfrew, Alexander McQueen, Balenciaga and more.

Despite fur rapidly losing its sheen worldwide, some major brands continue to endorse the cruelly begotten animal fabric.

 Most notably among them include Dolce & Gabbana, Max Mara, Moncler, and Chloé, which have yet to implement fur-free policies.

The LVMH (Moët Hennessy Louis Vuitton) group, which is among one of the world’s biggest fashion groups,  is yet to announce a fur ban. 

Apart from Louis Vuitton, LVMH owns Fendi, Christian Dior, Givenchy, Kenzo, Marc Jacobs, Emilio Pucci, and more.

‘Fashion house still selling in 2021 is an embarrassment’

Kering’s fur-free decision was applauded by animal welfare organizations.

PJ Smith, the Humane Society of the United States’ fashion policy director, said: “Kering is synonymous with luxury fashion, and with this announcement, it marks a new era for what is considered luxury to now include what is socially responsible, ethical and innovative.”

Smith added: “We hope the rest of the fashion industry will take notice choosing compassion and innovation over an outdated idea of luxury.”

Vegan charity PETA said: “All Kering brands are going fur-free. Nobody with a heart will wear fur, no designer with any sense will touch it, and any fashion house still selling it in 2021 is an embarrassment.”

• Read: BREAKING: MPS unite to push for UK ban of fur imports

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Mohsina Dodhiya

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