ROME—Iconic Italian fashion designer Valentino is the latest major fashion house to drop fur from its collections and shutting down its fur subsidiary, Valentino Polar. The company’s fur-free policy is part of its efforts to redefine and reinvigorate the brand, which will phase out fur by the end of the year.
Reported in Italian media agency ANSA, Valentino said: “The fur-free stance is perfectly in-line with the values of our company. We are moving full-steam ahead in the research for alternative materials in view of a greater attention to the environment for the upcoming collections.”
This announcement comes as the UK government is considering making Britain the first country in the world to ban the sale of fur. The push for a ban comes now that the UK has left the single market, and just two months after British design house Alexander McQueen and Spanish designer Balenciaga declared a fur-free policy. Valentino joins a rapidly expanding group of fashion designers dropping fur, including Prada, Gucci, Armani, Versace, Michael Kors, Jimmy Choo, DKNY, Burberry and Chanel.
Humane Society International, which together with the Humane Society of the United States met with Valentino in 2019 to discuss its fur policy, welcomes the announcement:
Martina Pluda, director of Humane Society International/Italy, said: “Valentino dropping fur is a major nail in the coffin for the cruel fur trade. Like so many other designers, Valentino knows that using fur makes brands look outdated and out of touch, and fur industry certification schemes are little more that the hollow PR spin of an industry that kills 100 million animals for fur a year. Compassion and sustainability are the new luxury in a world where dressing in the fur of factory farmed foxes or gassed mink is tasteless and cruel. As the UK government considers a ban on fur imports and sales, and countries such as Italy are urged to ban fur farming, the world’s top designers are leading the charge with fur-free fashion.”
- Fur farming has been banned across the UK since 2003.
- In 2019, California became the first US state to ban fur sales following similar bans in cities including Los Angeles, San Francisco, Berkeley and West Hollywood.
- A 2020 YouGov opinion poll, commissioned by animal charity Humane Society International/UK, revealed that 93% of the British population reject wearing real animal fur, and the majority (72%) support a ban on the sale of fur in the UK. The poll also demonstrates Brits’ scathing view of fur – the words that people most closely associate with a fashion brand selling fur are ‘unethical,’ ‘outdated,’ ‘cruel’ and ‘out of touch.’
Media Contact: Wendy Higgins, director of international media: firstname.lastname@example.org
2020 YouGov poll: All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 1,682 adults. Fieldwork was undertaken between 4th – 5th March 2020. The survey was carried out online. The figures have been weighted and are representative of all GB adults (aged 18+).