Yves Saint Laurent and Brioni drop fur, making Kering Group completely fur free
by Adriano Batista
Kering, one of the world’s largest luxury fashion companies and parent company to some of the biggest names in fashion – including Gucci, Yves Saint Laurent, Alexander McQueen, Balenciaga, Bottega Veneta and Brioni – announced that it is going completely fur-free. The announcement is a significant blow to the declining fur trade and puts pressure on the few remaining fashion brands that continue to sell fur to follow suit.
Yves Saint Laurent and Brioni were the last of Kering’s brands to use fur. Humane Society International and the Humane Society of the United States worked with Gucci to announce its fur-free policy in 2017. They were later joined by Bottega Veneta in 2018, and earlier this year Alexander McQueen and Balenciaga made the decision to drop fur.
Kitty Block, CEO of Humane Society International and CEO and president of the Humane Society of the United States, said: “The future is clearly fur-free and now one of the world’s largest luxury fashion conglomerates agrees. As markets around the globe close their doors to fur products opting instead for innovative humane products, it makes complete sense for a power fashion house like Kering to make this ethical decision. We couldn’t be more proud of our long-standing relationship with Kering and its brands and look forward to continuing our work with them to pave the way for a kinder fashion world.”
The announcement comes at a time when the majority of fashion brands and retailers have moved away from fur opting instead for cruelty-free alternatives that are better for animals and the planet. Just this year alone, Neiman Marcus, Saks Fifth Avenue, Mytheresa, Canada Goose, Valentino, Oscar de la Renta, Tory Burch, Holt Renfrew, Mackage, Moose Knuckles, Alexander McQueen and Balenciaga have announced fur-free policies. Also in 2021, Israel became the first country to ban fur sales and the British government is also considering a fur import and sales ban in the coming months. In the U.S., Ann Arbor, Michigan and Weston, Massachusetts also banned fur sales this year following California’s ban in 2019.
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