Diane von Furstenberg pledges to go fur free
Diane von Furstenberg (DVF) announced on Wednesday that it has committed to going fur free starting 2019, joining a growing list of fashion and luxury labels ditching fur under mounting pressure from campaigners.
The brand has partnered with the Humane Society of the United States and PETA to work towards eradicating the exploitation of animals in the fashion industry and will be eliminating exotic skins, angora, and fur from its collections as of next year. The label already banned mohair in July of this year, following a PETA exposé.
As part of the initiative, DVF will be concentrating on innovative new textiles which can be used as fur substitutes in its future collections.
“It’s time for us to make this change and accept responsibility to ensure that we don’t promote killing animals for the sake of fashion,” explained DVF CEO Sandra Campos in a release. “We are committed to supporting the shift to a more ethical and sustainable fashion industry by providing the consumer with innovative and sophisticated alternatives.”
“I am so excited that technology has provided us a way to feel as glamorous with faux fur,” added the brand’s founder Diane von Furstenberg.
The brand is the latest in a long line of luxury labels saying goodbye to fur as they respond to pressure from anti-fur protestors and attempt to capture sales among more ethically conscious millennial consumers. Gucci, Versace, and Michael Kors have all moved to ban the use of real fur in their collections in recent months, with Burberry also putting its weight behind the fur-free movement in September.
DVF’s commitment to do away with fur in its collections is only part of a wider sustainability initiative currently being implemented at the brand with the support of the Council of Fashion Designers of America (CFDA), which is helping the label develop a sustainability roadmap.
The company’s global distribution network currently covers 55 countries, incorporating 1,500 points of sale.
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