Prada, Chanel, Jimmy Choo, Maison Margiela, Burberry, Versace and now Balenciaga and Alexander McQueen; these are just some of the luxury fashion houses who no longer use real fur in their collections. On March 25, luxury conglomerate Kering announced that two of their brands, Balenciaga and Alexander McQueen would cease using real fur in their collections, in a move towards creating more sustainable and ethical collections. So, has fashion finally found a conscious as we move into the 2020s?

For Alexander McQueen, one of the most successful and lucrative luxury British brands, going fur free signifies more than just an ethical shift but suggests that fur is on the decline, with no place in today’s modern society. According to a 2020 poll by Humane Society International/UK, fur is no longer popular amongst British consumers. Their survey found that 93% of Brits reject wearing real animal fur whilst almost 75% would support a sales ban on real fur. For Balenciaga, creative director, Demna Gvasalia stopped using real fur in his collections shortly after he arrived at the brand in 2015.

Other Kering owned brands such as Gucci and Bottega Veneta made the switch to faux fur early on, whilst Stella McCartney is famed and much admired for her stance on animal rights. Since the inception of her brand in 2001 no leather, feathers, fur or skins have been used. Additionally in 2013, McCartney announced that she would no longer use angora wool in her collections in a further push towards sustainability. In fact, only two Kering brands still use real fur - Saint Laurent and Brioni.

For brands like Chanel, who banned fur and exotic skins in 2018, Ralph Lauren, who stopped using fur across all clothing and home wares in 2006 and Giorgio Armani who worked with the Humane Society of the US to cease producing real fur in his collections by 2016, it’s clear that a monumental shift has taken place over the past 20 years in consumer beliefs and ethics. However, not all brands have committed to faux fur. Valentino, Fendi, Hermes, Canada Goose and Dior amongst others still use real fur in their collections. “Fur has always been part of Valentino’s heritage; our house contains historical and iconic fur pieces,” Pierpaolo Piccioli, creative director of Valentino has previously stated, whilst Marc Jacob strongly conveyed his love of fur to WWD in 2018. “I would never say “never” about anything. So, for me to say, “I’ll never use fur,” it’s just not going to happen.”

But let’s finish with a quote from Donatella Versace who summed up her views in a 2017 interview with 1843 Magazine. "Fur? I am out of that. I don’t want to kill animals to make fashion. It doesn’t feel right.” Perhaps now is the time brands are coming to the realisation to do what is right.