Michael Kors Holdings Limited, a parent company of fashion brand Michael Kors and footwear label Jimmy Choo, has announced its decision to completely halt the use of animal fur in all its products.
The New York-based luxury group explained that all fur products currently in the production phase will be removed by end of 2018 and new substitutions in the form of faux fur will be introduced in their place. The decision marks a new era for the brand which has often been under the fire of animal rights protesters.
The designer explained that thanks to the evolution in material production and the advancement of fashion technology, it is possible for them to now reproduce the same “luxe aesthetic using non-animal fur”. He also added that the new faux fur designs will be open to viewing as early as their next collection showcase in February at New York Fashion Week.
Kors’ announcement has come shortly after another luxury mega house Gucci declared the boycott of fur from all its product assortments earlier in October. Several other American labels like Ralph Lauren, Tommy Hilfiger and Calvin Klein have already joined the fur-free initiative. Retailer Yoox Net-a-Porter and Selfridges as well as brands under VF Corporation – Timberland, The North Face and Napapijiri – also joined the Fur Free Retailer programme earlier this year.
The faux fur movement is a tactful move for brands at a time when the millennial consumer’s coin is highly influenced by sustainable initiatives and a generally ethical approach to production.
