Kering continues its sustainable commitment by introducing a fur-free policy for all its labels. As of 2022, no house of the luxury group will use animal fur anymore
Author: House of Eden
- Kering declares fur no longer suitable for luxury
- No animal fur for the Maison's houses from autumn collections 2022
- Luxury house formalises animal welfare standards for sustainable fashion industry
Kering has made the decision to stop using animal fur. While most of the renowned brands in the luxury company already operate cruelty-free, this plan applies to the entirety of all associated brands. This is part of a broader strategy by the French conglomerate to position itself at the forefront of a more sustainable fashion industry to drive luxury of tomorrow in a responsible as well as sustainable way. Importantly, the company's decision is instrumental in driving the development of a number of relevant fashion, leather goods, jewellery and watch houses in an ethical direction.
Kering promotes pioneering role in matters of sustainability
"For many years, Kering has endeavored to take on a pioneering role in matters of sustainability, guided by a vision of luxury that is inextricably linked with the highest environmental and social values and standards," said François-Henri Pinault, Chairman and CEO of Kering. And indeed, in terms of animal welfare, the group has already demonstrated its willingness to rethink as well as revolutionise established practices. The aim is to improve its own value creation and supply chains in the general luxury sector.
In 2017, Gucci became the first Maison brand to end the use of animal fur. Followed by Bottega Veneta, Balenciaga and Alexander McQueen, more brands have since gradually decided to follow this important path. In 2019, Kering also formalised animal welfare standards to ensure the responsible use of all animal fibres.
Zeitgeist: Kering relies on responsibility instead of traditional opulence
According to Pinault, now is the time to take another step forward and end the use of fur in all collections altogether. The reason for this, in addition to the obvious animal welfare, is the zeitgeist. The world and with it the customers as well as their needs have changed a lot in the last few years. and luxury just has to adapt.
The shift to ethical and environmentally friendly business practices - such as not using animal fur - symbolises the new mentality of consumers. Awareness of the negative impact of the fur industry, the decreased demand for animal products, government bans and also public brand activism against animal suffering. Brands are being signalled that fur is no longer synonymous with the modern understanding of luxury and also that it will no longer generate much revenue. Bottom-up fashion revolution.
Given the changing consumer base, some materials like fur no longer have a place in the luxury world. The New Luxury and its consumers rely on values, not opulence. This trend is led by young consumers, the millennials and Gen Z. Since these will make up the largest percentage of luxury buyers in the next few years, ethics and thus also the farewell to fur is a promising model for the future. After all, according to Bain & Company, 80% of this generation expects high-end brands to act both sustainably and ethically.
No risk, no change
Kering demonstrates true commitment to sustainable and ethical development by the fact that the company takes a risk with its decision. According to Pinault, the luxury house will lose conservative customers by not using animal fur. Customers who still refer to traditional status symbols instead of modern values. The hope is now that the clear statement from the renowned Maison will also encourage older customers to rethink the established and to create space for a new awareness.