In the latest fall, the appearance of fur will probably be worse than before. For all people, the loss of fur seems to be a moral victory.
Nowadays, consumers are increasingly interested in artificial fur with a wide range of uses and soft texture, and have never been like this before, hoping that their style of dressing conforms to their own values. Public opinion polls show that most people in the world have no preference for fur trade. For example, most consumers in Massachusetts believe that selling fur should be illegal.
Not only the public, but also fashion brands have noticed this change.
Last year, after Yoox Net-A-Porter Group and VF Corporation announced that they would give up fur, Gucci shocked the fashion world. As the CEO of Gucci said, "Do you think fur is still a fashionable synonym today? I don't think so, so we decided to give up fur. Fur is a bit out of date... Creativity can be reflected in many ways, not necessarily fur. "
Many fashion brands and platforms, including Versace, Furla, Michael Kors, Jimmy Choo, InStyle, Rent the Runway, Columbia Sportswear and Donna Karan, followed suit by announcing the abandonment of fur. Promoted by creative director Clare Waight Keller, Givenchy also announced that it no longer uses real fur. Some countries, including Norway (once the world's largest fur producer) and Belgium, have also banned fur farming and opposed animal abuse.