Fur, Faux Fur, or No Fur?

    

    On September 24, 2021 Kering CEO banned fur across all its labels. Kering is the parent company to Gucci, Prada, Versace, Burberry, Chanel, Saint Laurent, Balenciaga, Alexander McQueen. Brioni, and Bottega Veneta. Read more on this company:  

https://www.businessoffashion.com/articles/sustainability/kering-ceo-says-fur-has-no-place-in-luxury

    In the last few years, many companies have begun to completely cut out fur. There are more options than real fur, there is also faux fur. Many companies claim they are eliminating fur due to a more sustainable brand path. This seems appealing to the consumer, unless you know the detailed information regarding sustainability in the fur industry. There are detailed sides to each fur, most often leaving consumers confused. 

    Natural fur is biodegradable and many fibers today are not that way. Natural fur also comes with the controversy regarding the process to obtain it. Faux fur can be made our of pineapples and recycled plastics. This seems like a better alternative for the environment but once again this comes with another side. Faux fur can also be made from petroleum and gases that end up in the waterways with every wash. 

    Each option leaves some negative effect on the fashion industry. The article announcing Kering CEO's ban did not clarify whether just natural fur or both faux fur and natural fur are being banned. Sustainability wise, neither are beneficial to the movement toward a more sustainable industry. The marketing tactics companies will now take into consideration will have to refer to an even bigger stance on sustainability. It is only a matter of time before all animal based leathers used in the industry are banned as well. As much as it is considered sustainable, it is also going to create a much larger presence of synthetic materials in the industry. 

    This ultimately leave sit up to the consumers to decide what their stance is on the current situation. Many companies are already seeing decrease in sales, but that does not concern them. They are committed to eliminating these materials whether it brings profit losses or not. 

    What do you think?

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