Armani goes 100% Fur Free

As the fashion industry expands, we are constantly searching for new innovations, however, this week Gorgio Armani revealed some moving news which is perhaps changing the way we look at the high end industry and how it is starting to take a more ethical, eco-friendly approach to fashion. As of Tuesday the brand confirmed that their collections will no longer include garments made out of animal fur after their recent Autumn/Winter 2016/2017 show in Milan. With intentions to protect animals and the environment across the world and providing attention to critical social and political issues, Armani are following in the steps of other super high end brands such as Hugo Boss, Tommy Hilfiger and Ralph Lauren to raise awareness about this cause. Furthermore, by joining this movement, Armani is marketing their brand towards a wider eco consumer who can have creative freedom and luxury without necessarily supporting animal cruelty. Every single high end brand may not be jumping on the bandwagon just set but it is definitely proof that more and more compassions and innovations are entering the fashion industry and shaping a more positive future for it.

Armani have also suggested that they would rather use technological processes to create their clothing rather than join in on the cruel act of killing and taking fur from innocent animals to selfishly use as materials for their clothing line.

The brand has been reported to commit this new policy to their Giorgio Armani, Armani Privé, and Emporio Armani collections after working alongside the Fur Free Alliance who focus on putting an end to fur trading through their 40 different animal protection organisations. The activist and animal rights organisation PETA even suggested that the movement was a 'remarkable victory' by the brand ending their relationship with the material.


"Mr. Armani has been a trendsetter in the fashion world for decades and this latest announcement is proof that compassion and innovation are the future of fashion." Joh Vinding, chairman of the Fur Free Alliance

To read more about the Fur Free Alliance follow this link!
http://www.furfreealliance.com/

Armani A/W 2016/17 Collection in Milan
Whilst on the topic of Armani, lets have a quick look at the recent Autumn/Winter 2016/17 collection in Milan. The collection consisted of black velvet with crystallization, laser cut florals laces and watercolour textures for the perfect representation of a fantasising starry night for evening attire.



(images courtesy of Vogue)