Made in Italy is boasting a historic ecological breakthrough: Giorgio Armani says no to animals fur for his haute couture creations. Before him, other designers such as Stella McCartney, Hugo Boss, Tommy Hilfiger, Calvin Klein and more retail chains such as Zara, American Apparel, Bershka, H & M and ASOS are committed on this front. The choice was made in according to all’Humane Society International and the Fur Free Alliance, a coalition of 40 organizations for the protection of animals which operates in 28 countries around the world to stop the fur trade; starting season autumn winter 2016/2017, Armani will in fact remove from all the collections brand, each track of fur and the new leaders will be 100% fur-free. The waiver was motivated by the same designer: “technological progress allows today to have valid alternatives to the cruel practices that for years were made on animals”. Protecting the environment and pay particular attention to issues relating to the preservation of the animal world will be, for the historical king of Italian fashion, an important step for his company. Armani will still be able to create stylish clothes and class that can dress a new woman, contemporary and not anchored to the formalities of a fashion now obsolete. This position is very significant not only for high fashion but especially for an international renovation of Italy’s image. Right after Ferrero, Armani is the second most well-known renowned Italian brand in the world, and this important change, of course, may be able to bring benefits to the whole industry of made-in-Italy.
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