Environmental Protection: Whether The Fashion Industry Has Entered The Era Of Zero Fur

This year's London Fashion Week became the world's first well-known fashion week to abandon animal fur. Animal protectors cheered and cheered. In the past year, the fur industry has faced enormous challenges all over the world - but the ban on fur at London Fashion Week is still a big event. A few weeks later, Los Angeles, the United States, voted to completely ban the manufacture and sale of fur throughout the city, making it the largest fur free city in the United States so far. As the most controversial material in the fashion industry, has animal fur gone extinct?

That seems to be the case. In the past, luxury brands have abandoned fur products. Riccardo Tisci, the new design director of luxury brand Burberry, responded to the call for zero fur before the start of London Design Week; Gucci, Michael Kors, Tom Ford, John Galliano, Masison Margiela, Jimmy Choo, Versace and other international top fashion brands have also announced to join the zero fur camp. Stella McCartney has always been the undisputed pioneer of environmental protection in the luxury industry, and has never used any animal fur in its design.

Last June, Yoox Net-a-Porter Group, the world's largest fashion and luxury e-commerce giant, quoted customer feedback and announced that it had entered the zero fur category. Consumers can no longer buy any animal fur products from their e-commerce platforms, including consumers in China and other largest fur consuming countries. "To this day, do you still think fur is the trend?" Marco Bizzarri, CEO of Gucci, asked the students in a speech at London Fashion College in October 2017. "I don't think so. That's why we don't use fur any more." Bizarri's words sounded the death knell for animal fur as a dynamic and proud industry that never sticks to rules.

This call is also timely. From hunting in the wild to the miserable situation of the assembly line of live skinning in a fur market in China, every link of fur production is disturbing. The Polish film "Klatki" revealed to us the tragic survival of animals in European fur farms. A call for action on McConnell's personal website pointed out that "fur is immoral, cruel and barbaric - it is an industry that plunders life

Why does the fashion industry promote "zero fur" so quickly? Wendy Higgins, media director of Humane Society International, said, "Consumers are increasingly expecting brands to have a sense of social responsibility, focus on sustainability, and care about animal welfare. People don't want to see animal fur - it symbolizes selfishness, and they can't agree with it. The awakening of Gucci and other brand designers triggered the domino effect."