Fur free: the new, and sensible, trend of big international brands that makes not only animal rights activists but also millennials happy.
A choice, that of abandoning fur to replace it with ecological materials, which in fact meets with the consensus of the new generations. In fact, they are the ones who are much more attentive not only to the relationship with the animal world, but also to the all-round environmental effects of certain types of production.
It may seem strange but the fashion industry is one of the most polluting, especially the one linked to the production of fur. The data catches the eye especially when compared to those of the production of the ecological variant in terms of ozone pollution, soil acidification, water and soil consumption. Producing a mink fur coat, for example, has three to ten times more impact on the environment than eco-fur.
Furthermore, furs must be treated with chemical substances (also toxic for plant employees) to prevent them from decomposing. Also for this reason, the fur industry has been classified as one of the five largest global producers of toxic metals.
Faux Fur Bomber Jacket by Semicouture; Faux Fur Insert Coat by Yes London
Silk, leather, feathers and even wool under the scrutiny of the Cruelty-Free movements: a 100% animalist choice proposed by the most extremist currents. However, the first step was taken in the direction of fur free fashion, i.e. furs.
Attention is focused first and foremost on farms. Terrible living conditions in often too small spaces, neglected animal health and cruel deaths, with different methods for each species but all equally brutal.
Documentaries, reports, amateur films: consumers today are much more aware of the behind the scenes of the leather industry, thus changing the orientation of a part of the market towards "good" fashion. But not only that: even stylists, and not just for business reasons, have started to change their minds in this regard, aiming for green production and zero cost of animal life.
Over time, several brands have welcomed eco-fur into their collections: Armani (among the first, in 2016), Gucci, Michael Kors, Yes London , as well as more ready-to-wear brands, such as H&M.
In Italy, a staunch supporter of Fur free is the very attentive Elisabetta Franchi, a stylist who founded the brand of the same name which is now known and appreciated internationally. The Italian designer gave up the use of animal fur between 2012 and 2013 (by joining LAV's FUR FREE RETAIL PROGRAM), replacing it with more innovative and sustainable materials. This was followed by the elimination of goose down and angora wool.
And the results are remarkable! Elisabetta Franchi clothing respects the aesthetic expectations of its consumers, with wonderful garments that do not make you regret the use of real leather and fur.
Just look at the Instagram profile (and the prints of her collections!) to understand how respect for animal life is one of the stylist's cornerstones: her beloved and many dogs are in fact often the protagonists of her daily life. Even more, it created the Elisabetta Franchi Onlus Foundation, which aims to support initiatives for the protection of animal rights.
The designer's aim is to raise awareness not only among her consumers and to be at the forefront in the fight against cruelty: moreover, she wants to inspire her colleagues, especially those who are still approaching the world of fashion and have the freedom to choose how to present themselves on the catwalks.
