• Culture

The Future of Fur

Photography by: Gucci

Joining Calvin Klein, Giorgio Armani, and Ralph Lauren, Gucci have announced that it will be going fur-free. When announcing this decision during the fourth annual Kering sustainability talk, CEO Marco Bizzarri said using real fur feels “outdated.” With this announcement, the question arises whether other large brands will follow suit…


Pete Killian, principal at the Cambridge Group, which specializes in business strategies, believes that more brands will also choose to go fur-free. Likewise, Livia Firth predicts that Gucci’s move “will be a real game changer for the industry.” Killian also argues that this move could generate more business for the fashion house by attracting new, younger luxury consumers who are much more environmentally and ethically conscious. Killian further argues that fur is not popular on social media and brands who use fur run the risk of backlash from consumers.


In contrast, Saga Furs, who experienced a 30 per cent increase in the online sales of fur products, argues that millennials are in fact fuelling the demand for fur. In their article titled “Will Millennials Boost the Fur Trade?” BoF argues that millennials are “notably influenced by celebrities such as Rihanna, Kim Kardashian West and Beyoncé, who all regularly wear fur and circulate imagery of themselves on their Instagram accounts.”




With this, it appears the future of fur is unclear. However, with this, PETA promises to continue putting pressure on the clothing and fashion industry.