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A few weeks ago, Kering, the parent company of Brioni and the luxury French fashion brand Saint Lauren, has stated that these two companies will stop designing clothes with fur from 2022.

Kering’s CEO François-Henri Pinault said: “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.”

In April the actress Gillian Anderson had written to the company on behalf of PETA ahead of the 2021 annual meeting. Asking them to ditch fur, she wrote: “Fur production requires toxic chemicals to keep pelts from decomposing, and fur farms are breeding grounds for disease. COVID-19 spread like wildfire among sick animals on fur farms, requiring governments to bring forward legislation to shut down these cruel and filthy establishments, from which the virus spread to both humans and wild animals.” It seems that the pressure worked. 

This is just the latest fashion company that has ditched fur in recent years. Gucci, Balenciaga, Bottega Venata and Alexander McQueen do not sell fur anymore. Many department stores have also stopped selling fur. The iconic Luxury Department Store Saks Fifth Avenue pledged to ditch fur next year. 

Even entire countries are turning their back against fur production and sales. On 2nd June Estonia passed a law to ban fur farming by 2026, becoming the latest European country that is phasing out this horrific industry. And on 9th June Israel became the first nation to ban the trade of fur in the fashion industry.

Fur has become an unwelcomed symbol of death and destruction because everyone knows it comes from cruelty and death. Hopefully, it will be the fur industry that will be dead soon.