Witnessing a strong surge in 2018, the fur friendly movement in fashion and beauty, has weaved its way into 2019. With more and more apparel labels picking up on faux fur options for aesthetic purposes and gmcruelty free testing processes by beauty brands, being animal friendly is the hottest trend on the block. Luxury brands fit the bill of this drive perfectly; the industry that uses the greatest amount of real fur has seen a swift shift in the ethics department. The luxury sector is not the only landscape that is honing this movement, highly acclaimed beauty brands too have jumped the bandwagon, taking responsibility to testing on animals. Let’s take a look at some of the high fashion labels and beauty brands that have switched to cruelty free fur and testing behaviors. High fashion labels that switched to becoming fur free:
“Fur? I am out of that,” she said. “I don’t want to kill animals to make fashion. It doesn’t feel right” said Dontella Versace to Culture Magazine by The Economist followed by the Italian luxury brand calling it quits with real fur beginning with collection launches in 2019. This sustainable approach is part of a larger program that enriches all aspects of the label aiming at a positive cultural and environmental impact. The Italian head quarted house made headlines with its’ sustainable debut store at Sloane Street in London.
Use of fur was denounced by this luxury brand that began in Manhattan, Coach has it’s 2019 fall line free of fur owning the runway. In an interview with Business of Fashion, Joshua Schulman stated “We understood from our employee population and from our consumers that it was important to them that we take a stand on this issue,” and soon after the label banned use of coyote, fox, mink and rabbit fur. Although, certain use of animal fur prevails within the brand, in a counter activity the brand pledged to utilize fur in less than 1% of in the prêt-à-porter womenswear collections.
Phasing out fur from the brand and its brick and mortar stores became top priority for Burberry in the September of 2018. Marco Gobbetti, CEO of the British high fashion label, tells Business of Fashion “We’re making a firm commitment on it,” going on to add in the context of using fur that “….it was already not a part of our creative thinking. It clarifies our position.” The English brand has since then gone a 100% fur free, receiving approving nods from consumers, animal lovers and activists alike.
Diane Von Furstenberg
A collaborative partnership with Humane Society of the United States and PETA, Diane Von Furstenberg terminated the use of fur in all their collections. In the past an estimate of 15% of namesake label featured products included fur. Formerly Princess Diane of Fürstenberg and now also, the chairwoman of The Council of Fashion Designers of America, has gone onto banning the use of any kind of animal skin keeping up with the larger initiative of conscious fashion. In a recent press release by the Belgian designer famous for the brands’ wrap dresses she expressed her eagerness of glamourizing faux fur over real fur.
Several other high fashion ateliers have adapted to the fashion forward movement that include Furla, Gucci, Donna Karan New York and Maison Margiela. The move towards conscious fashion is on the rise and is here to stay, as luxury houses adhere to ethical practices that are valued by consumers. The leading luxury brands in the landscape of fashion are now endorsing a powerful message towards animal rights.
Beauty brands are not far behind in the fur friendly trend, below are some of the most loved and popular cosmetic lines that practice cruelty free processes.
The beauty icon, Covergirl made a major move to ethical animal practices by ceasing to practice product or ingredient testing on animals, including cutting off ties with suppliers that do practice animal testing, making it the largest makeup company to be officially cruelty free. A new addition to the makeup product packaging includes a Leaping Bunny logo, representing the new approach adopted by this leading brand. In a press release, Chief Marketing Office of the Coty Consumer Beauty (the parent company of Covergirl, stated “Consumers expect brands to be leaders for positive change so today COVERGIRL is taking a stand about making cruelty free cosmetics a mainstream reality. We know we are not alone in wanting a beauty industry that is free from animal cruelty and, working with Cruelty Free International, invite others to join us in turning these conversations into action.”
Urban Decay has always been a brand that does not endorse or practice testing on animals, however some of their products do contain animal derivatives. However, to move forward and put a complete end to animal cruelty through their brand, the popular brand has launched a vegan products line that is free of any animal derivatives and uses plant based or synthetic alternatives to animal derivatives. Through their website Urban Decay states, in the context of striving to bring about as many vegan products as possible – ‘As long as we can deliver the same high-quality products with rich color and texture, we will convert that product to 100% vegan ingredients, so be on the lookout for new offerings.’
Lush is widely loved brand with a global outreach that endorses the message of cruelty free products that are suitable even for vegans. The handcrafted brand cut off all ties with suppliers that did test ingredients on animals in 2007 and no longer do business with any companies that practice testing on animals. ‘We have built Lush from day one using this policy – and we believe this shows that it is possible to invent, manufacture and bring to the market an entire range of products without any involvement in animal testing’ states the brand on the policy page of their website.
Kat Von D
The founder of this namesake label has strongly recognized the importance of standing up against animal testing. Von D’s complete makeup line which, includes a range of products from contour kits, the iconic tattoo liner, foundations to lipsticks are all officially vegan and free of animal derivatives. Alternating with high quality synthetic fibers, organic dyes or inventive makeup – brush regimes, this is a brand that is committed whole-heartedly to being cruelty free.
Other brands that are spotted on your Instagram feeds, celebrities and makeup artists such as E.L.F, Tarte cosmetics, Wet n Wild, Smashbox and Nyx all continuously support the cruelty free cause and are major players in the beauty industry.
As a whole, the fashion and beauty landscape has reformed itself to become a more morally and ethically industry keeping up with times and providing a refreshing change that incorporates responsibility and endorses more humane practices.