Armani comes out from the cold over fur

Coat with fur trim

Armani will no longer use animal fur in any of its collections from AW16 onwards, joining other designers including Hugo Boss and Ralph Lauren in going fur-free.

"I am pleased to announce that the Armani Group has made a firm commitment to abolish the use of animal fur in its collections," says Giorgio Armani.

Technological progress made over the years allows us to have valid alternatives at our disposition that render the use of cruel practices unnecessary as regards animals."

Commenting on the announcement, Claire Bass, executive director of Humane Society International/UK, says: "Armani is the first word in luxury fashion, and so it is hugely significant for the global fashion industry that Armani has pledged to remove animal fur from all his new collections going forward.

"Those designers such as Prada, Fendi and Michael Kors who continue to put animal suffering on the catwalk are looking increasingly isolated, with this move by Armani probably the most powerful message yet that killing animals for their fur is never fashionable."

Humane Society International states that while the catwalk is increasingly dumping fur, it has found examples of real fur misleadingly labelled as synthetic on the high street and has compiled a guide to help shoppers spot the difference, which you can view here.

Like this story and want one of your own? If you need help writing press announcements, web content, social media posts or marketing material, email This email address is being protected from spambots. You need JavaScript enabled to view it. to see how we can give you a hand.