The list of stylists who say no to fur is extended. The news of the recent statements by Donella Versace and Alberto Camerlengo, CEO of Furla, on the decision to gradually banish from their collections the use of animal fur is a sign that deserves a special mention. An animal-friendly trend that has long involved the faces (and bodies) known of the show. The image of Marina Ripa di Meana remains in the annals when in 1996 she took a nude photograph with the words “NO FUR” at La Scala in Milan. Many (especially the boys) will also remember the sexy image of Elisabetta Canalis for the campaign “I’d rather go naked than wear fur” (I prefer to shoot naked rather than wear a fur) made for Peta, the non-profit organization support for animal rights. Look at the gallery with all the images. And from season to season there are several brands of the fashion system that announce abandonment to natural fur: from Stella McCartney to Gucci; from Vivienne Westwood to Tommy Hilfiger or even GAP.
In Italy, for example, there are about fifty fur-free brands: among them stands the “king of fashion” Giorgio Armani, and then Geox or Napapijri. Even the most important international retailers, from fast-fashion to high-end, say no to natural fur: they make Yoox, Zara, Zalando, ASOS, H&M and Mr Porter feel. Even in the last few years the range of furriers has gradually changed from the long fur coats to the short ones, the Stripe Medley. An increase against the trend is seen in the use of fur for accessories, especially bags. Of both, the reference markets are Russia and China that seem to appreciate the Italian manufacturing tradition. A sector, that of fur that will surely have to deal with this nouvelle vague animal-friendly. A movement that is bringing the Italian districts of the natural fur of Lombardy, Veneto and Tuscany to its knees; and with them also the families of the insiders.