Yesterday the Yoox Group (NET-A-PORTER, Yoox, The Outnet, Mr Porter) announced their no-fur policy. The Group will no longer sell articles made from fur. The news probably came as a shock for design houses like Prada, Gucci, Burberry and Michael Kors, who use fur throughout their collections. It is a big step forward to realize a cruelty-free fashion industry. The Yoox Net-a-Porter Group’s decision is based on its long-established relationship with The Humane Society International (HSI) and Lega Anti Vivisezione. Furthermore YNAP joins the international Fur Free Retailer Program supported by the Fur Free Alliance, just as Asos, Zara, Giorgio Armani and Hugo Boss.
I think these news are absolutely striking. The YNAP Group is the world’s leading online luxury fashion retailer. It has the power not only to change the consumer’s buying behaviour, but also to force design houses to change their attitude towards fur. Matteo James Moroni, head of sustainability at YNAP, said:
“We have a strong sense of responsibility and recognise the importance of making a positive contribution to society. With a range of initiatives, partnerships and innovations, our goal is to act as an industry-wide catalyst for change.”
Concerning the fact that the worldwide fur trade is worth $30 billion (according to the International Fur Federation), YNAP’s decision is increasing the gap that already divides the fashion industry. But it’s a step that needs to be taken in order to create a sustainable fashion future. Claire Bass, executive director of HSI, knows their decision is a strong message to the designers using fur in their collections:
“This is a huge retail door slamming in the face of the fur industry, reflecting the growing consumer belief that cruelty has no place in fashion and strengthening the business case for investment in fake fur alternatives.”
Fur, thus cruelty, has no place in today’s fashion industry.
© Illustration by Jana Malderle