When Gucci made a major gaffe in 2019 by failing to take notice of the horror and cruelty of angora fur production, the luxury fashion brand Kering chose to take strong action and implement a complete ban on it. This ban was widely followed in luxury fashion circles, resulting in many of the world’s top luxury labels no longer using it in their collections. Yahoo News recently reported on this spectacular breakthrough in animal welfare, and it appears that Kering’s legacy lives on!
1. Kering Terminates Angora Fur Trade in Wake of Gucci Gaffe
Today, Kering, the French luxury group which owns influential fashion brands Gucci and Balenciaga, announced the termination of the use of Angora fur in all of its products. This ban marks a significant shift in the luxury brand’s stance on animal fur. Months ago, Gucci sparked controversy when it released a sweater made from Angora fur and since then, Kering has found itself in a public relations nightmare.
Kering’s announcement has been met with praise from animal rights advocates and environmental organizations. No longer will the Angora rabbit be shorn for the purpose of creating fur products. Instead, Kering has stated that it will focus on alternative materials such as faux fur and other fabrics. Furthermore, the company has promised to investigate and audit its suppliers to ensure that all its products are cruelty-free.
- Kering will cease all usage of Angora fur.
- The company will prioritize alternative materials.
- Kering has promised to audit its suppliers to ensure that all its products are cruelty-free.
2. The Firestorm of International Criticism After the Gucci Misdeed
Gucci’s decision to sell a black and brown turtleneck, a fashion piece the corporation described as “Balaclava knit top” in their fall and winter collection, stirred a firestorm of criticism internationally. After the product was named a reference to the clothing style worn by Black Liberation Army members and other black activists in the ’60s, people unleashed their anger on the company and its creative director.
The Turtleneck was quickly withdrawn from the collection and there’s no denying it was a big mistake from the Italian fashion disaster. Outraged users took to social media to express their disappointment in Gucci and the controversial design, which fans found the opposite of inclusive. From political and cultural voices to fashion industry analysts and activists, the international community voiced their concern in various ways:
- People called for a boycott of the designer brand.
- Users on Twitter and Instagram shared artwork mocking the garment and the company.
- Founders of influential fashion and stylist blogs encouraged their readers to join the conversation.
- Celebrities publically disavowed the controversial garment.
It’s safe to say the company managed to spark a backlash that not even a formal apology could fix. Internationally, Gucci failed their mission to promote inclusiveness, even though they wanted to make a fashion statement; they ended up doing the opposite.
3. How Animal Rights Activists Reacted to Kering’s Decision
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Animal rights activists lauded Kering’s efforts in spearheading the welfare of animals, praising their decision as highly progressive and inspiring. Following their move, many have publicly congratulated the company for showing exemplary leadership in the regards to setting an example for other companies to follow.
They also spoke out against companies who are yet to make a stand on this issue and called out fashion brands that continue using animal fur in their apparel. Looking forward, many activists hope that more and more companies will take up the mantle of animal welfare and cease their support of animal based materials in the future.
4. The Implications of Kering’s Stance and What it Signifies for the Fur Industry
Kering’s Mission Against the Fur Industry
Kering, one of the world’s largest fashion companies, has declared a mission against the fur industry. This is one of the most significant movements against fur in the fashion and animal welfare industry, which will no doubt reverberate around the world.
The implications of this significant stance are far reaching. Kering has close ties with many of the world’s most popular fashion and luxury names, so their move could very well serve as a catalyst for more companies to adopt similar anti-fur missions. In addition, it also means that fur is no longer seen as a mainstream trend – rather, it is a contentious issue that will be met with swift criticism. This ultimately means that the future of fur in the industry is increasingly doubtful.
At the same time, Kering’s stance is also a sign that animal welfare is being taken more seriously. This is especially important for those in the industry, who should take note that envious consumers, influential fashion insiders and decision-making companies are all looking to be more mindful of the ethical implications of their purchases and investments. The fashion industry is already undergoing a major shift – by choosing to stand up against fur, Kering has helped to make that shift in perspective even more pronounced. Kering’s ban of angora fur is a welcome decision that speaks to their commitment to animal welfare and public opinion. This could be an indicator of other fashion conglomerates to follow in Kering’s footsteps in changing their policies on animal fur and other materials. It’s an important step in the right direction when it comes to ethical and sustainable fashion.
