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Joining the Fur-Ban race is Italian luxury brand Valentino



Yesterday marked the day when Valentino, an Italian luxury group, announced that it would stop using fur from 2022 and look towards focusing on its main, eponymous brand.  The company joins the race with many other leading brands to ban fur in recent years including Gucci, Armani, Versace, and Prada, all in the light of growing consumer sensitivity towards animal rights and environmental challenges.

As per the company, the latest and the last Valentino collection using fur will be the Fall/Winter 2020-21 season. The Neolithic days are well past us when humans were hunting animals for their skin and fur. We can ramp past those fashion shows with synthetic fur in all that glam and glory, let alone the animal kingdom.

Thankfully, the fashion industry is finally getting in terms with this, and the bigshot brands are putting an end to using fur. The company is absolutely on board to go completely fur-free from the next year. With the rising consciousness around environmental sustainability and towards animals’ wellbeing, many celebrities like Ellen DeGeneres, Kim Kardashian, Simon Cowell, Pamela Anderson, Khloe Kardashian, Miley Cyrus, Tim Gunn, Charlie Theron, Dua Lipa, Olivia Munn, Paul McCartney and Stella McCartney have put an end to the use of fur.

Jacopo Venturini, CEO, Valentino joined the Italian company last year when the luxury goods industry was struggling with the aftermath of the pandemic. He decided to discontinue REDValentino, its younger label.

“The aesthetic vision of our creative director – combined with the artisanal spirit and excellence of the workmanship – harmonizes perfectly with new technologies and future objectives,” said Venturini. “The inputs to which our customers, or friends of the house, are exposed to every day are many. In this scenario, the concentration on one, and only one brand, will better support the more organic growth of the Maison,” he added.

In light of recent developments, Jacopo Venturini also talked about Valentino’s future stand saying that Maison de Couture meant for them as creativity, intimacy, uniqueness, and an inclusive mindset. The company is committed to looking for alternative materials for its upcoming collections, in view of greater attention to the environment. Venturini also believes that the fur-free stance is perfectly in tune with the company’s values.

Read more brand and market stories on various industries from automobiles to fashion at Brandz Watch

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