Armani announces fur-free fashion from now on


Giorgio Armani has officially become a Fur Free Retailer. This is not a big step; it is a gigantic leap of change for a brand that has been friends of the fur for a long time. Times are changing and we are getting as concerned about animal life as human life. PETA will be most thrilled, after all the storm they whipped in 2009 at the brand’s outlet in Taipei. This announcement was made by the face and father of the brand, Giorgio Armani himself in a statement that said: “I am pleased to announce that the Armani Group has made a firm commitment to abolish the use of animal fur in its collections. 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.” This decision was confirmed at a meeting with the Humane Society of the United States and the Fur Free Alliance. Henceforth, all Armani products will stop using animal fur. Instead, Armani point outs that, with the advent of innovative ideas and progress in technology animal fur can easily be replaced with materials and fabric offering the same, if not more comfortable, effect.

This move is not going to go unnoticed. People are going to sit up, take notice and follow suit. Armani is a big name, and this is a big claim. Fendi, are you listening?

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[ Via : Wwd ]