First used as protection from the elements, animal fur has been used by humans as clothing since the beginning. However, within the current political climate, the idea of animal fur being used is generally thought of as cruel, promoting the abuse and harm of animals worldwide. Despite the fashion industry being the main consumer of fur, there has been a recent push for designers to ban fur from their future collections. The modern consumer no longer wants to purchase real animal fur on account of the stigma that surrounds it. Business of Fashion reported that the fur industry was worth $33 billion in 2016, having been worth $40 only the year prior (Why the Fur Industry is Betting on Influencers, 2019). Due to the change in attitude, big brands are beginning to become fur-free, instead focusing on ‘vegan’ and sustainable alternatives, “as an increasing number of luxury brands and retailers ban fur and exotic skins, stock of ‘vegan’ products has increased by 258 per cent across the UK and US in 2019.” (The Fur Industry is Fighting Back, 2019).
Image 1: Peta protesting the use of Fur in the Fashion Industry, 1993
Many celebrities, from Queen Elizabeth II to Pamela Anderson have sworn off wearing animal fur, stating the practice is cruel and unnecessary. Notable figures of the fashion industry have been outspoken about the use of fur. In 1997, supermodels Naomi Campbell and Christy Turlington posed for a Peta shoot, stating they would “rather go naked than wear fur”. More recently, celebrities such as Kim Kardashian West and Miley Cyrus have used their platforms to promote the use of faux fur. Kardashian West described faux fur as her “new thing” (Kim Kardashian West Hall All Her Fur Coats Remade as Faux-Fur Versions, 2018). Pioneering the sustainable movement in luxury fashion, Stella McCartney banned the use of animal fur when her brand was introduced back in 2001. Major brands within the industry have since banned fur from their future collections, including Chanel, Burberry, Versace and Gucci (Fur-Free Fashion Designers, 2020). In 2000, the United Kingdom was the first country to ban fur farming. Since 2000, 12 other countries have joined the United Kingdom in the fight against fur farming. Many other countries have introduced a partial ban on fur farming, limiting the importation and sale of fur (A Guide to the Fur-Free Revolution: These Places Have Banned Fur, 2020).
Image 2: Fur Free Fur
Despite this push for fur-free fashion, many brands continue to use animal fur in their latest collections, most notably Fendi, Dior, Alexander Wang and Chloe (Fur-Free Fashion Designers, 2020). As marketers, we must ask the question that by continuing to use animal fur, are brands losing their appeal to the modern consumer? Without adapting to current trends, will brands be able to stay relevant? In order to not appear tone-deaf to the present social and political climate, brands must adjust and grow to remain relevant to the contemporary consumer.
References:
Biondi, A. (2019) The Fur Industry is Fighting Back. [Online] (Accessed 10/11/2020) available at: https://www.voguebusiness.com/sustainability/materials-fur-industry-faux-vegan-prada-chanel-yoox-net-a-porter-burberry
Humane Decisions. (2020) Fur-Free Designers. [Online] (Accessed 7/11/2020) available at: http://www.humanedecisions.com/fur-free-fashion-designers/
Muller, M. (2018) Kim Kardashian West Hall All Her Fur Coats Remade as Faux-Fur Versions. [Online] (Accessed 10/11/2020) available at: https://www.wmagazine.com/story/kim-kardashian-faux-fur-coats/
O’Connor, T. (2019) Why the Fur Industry is Betting on Influencers. [Online] (Accessed 10.11.2020) available at: https://www.businessoffashion.com/articles/news-analysis/can-influencers-give-fur-the-rebrand-its-been-looking-for-saga-furs-bryan-boy-collaboration
Peta. (2020) A Guide to the Fur-Free Revolution: These Places Have Banned Fur. [Online] (Accessed 7/11/2020) available at: https://www.peta.org/features/fur-bans-fur-free-future/
Image References:
Image 1: Roberts, E. (1993) Peta Fur Protest. [Online] (Accessed 10/11/2020) available at: https://www.peta.org/living/personal-care-fashion/peta-made-fashion-history/
Image 2: Highxtar. (2018) Fur Free Fur. [Online] (Accessed 10/11/2020) available at: https://highxtar.com/all-that-you-need-to-know-about-fur-free-movement/?lang=en
Editor: Lacey Wint