Valentino has become the latest fashion heavyweight to go fur-free, in a move lauded by Italian campaigners as a “nail in the coffin for the cruel fur trade”.

The iconic Italian house said it would cease production at its Milan-based fur company, Valentino Polar, at the end of this year and the last collection to include real fur will be the Fall/Winter 2021/22 season.

valentino fur-free
Models decked out in real fur at the Valentino 2018/2019 Fall/Winter collection fashion show. Valentino will go fur-free this year. Image. Courtesy  Patrick Kovarik/ AFP)

“The fur-free stance is perfectly in line with the values of our company,” said Jacopo Venturini, CEO of Valentino, in a statement.

“We are moving full steam ahead in the research for alternative materials in view of a greater attention to the environment for the upcoming collections.”

The decision follows a growing number of big fashion names renouncing the use of animal fur, including Armani, Prada, and Gucci.

“Like so many other designers, Valentino knows that using fur makes brands look outdated and out of touch, and fur industry certification schemes are little more than the hollow PR spin of an industry that kills 100 million animals for fur a year,” said Martina Pluda, Italy director for campaign group Humane Society International.

This article was published via AFP Relaxnews

Images: Courtesy Courtesy Patrick Kovarik/ AFP

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