No fur is coming soon? Abandoning fur materials during London Fashion Week

With the recent fierce fashion in London Fashion Week, the British Fashion Council has promised that designers who participate in the official schedule will not use fur, making it the world's first mainstream fashion agency to abandon fur materials.

Going to the era of no fur

Sustainable development has become a topic that the fashion industry cannot ignore. Some institutions predict that by 2050, the annual carbon emissions generated by the fashion industry will reach one-fourth of the global total. Such a high proportion of pollution has prompted the fashion industry to open a recyclable model.

The absence of fur is one of the first important steps. In recent years, the number of people and voices against fur has also gradually expanded, and animal protection organizations are also calling for the rejection of fur every year. In particular, today's technological advances have enabled brands to create equivalent substitutes that not only protect animals, but also greatly reduce the environmental pollution of chemicals during the manufacturing process.

During the annual fashion week, there will always be a group of protesters holding cards outside the show to scream "Fur is dead", "Blood on your hand"; by PETA (PETA) The anti-fur movement initiated by this is to push this topic to a climax.

Many brands are also calling spontaneously, from Stella McCartney, Ralph Lauren, Calvin Klein, Giorgio Armani and Gucci, Jimmy Choo to Michael Korsn, Versace and Furla, who have also announced their participation in the anti-fur camp, as well as Burberry, which was exhibited at London Fashion Week this year. .

When the explosion maker meets Burberry

In the early hours of Beijing time, the new design director Riccardo Tisci was in Burberry's first series at London Fashion Week. At the beginning of this month, he responded to the fur-free call and announced that Burberry also joined the “disposal of fur camp”. It also responded to the dispute over the destruction of the goods, promised to stop the destruction of the products, and will be used for recycling and public welfare.

As a native Italian man, Riccardo Tisci combines all the British elements that we can think of, paying tribute to the diversity of tolerance, punk, rebellious style traditions, and the formal and capable British atmosphere. This is the UK. The core of fashion. This 2019 spring and summer women's collection is named Kingdom.

The new exclusive Monogram, which was previously designed in collaboration with British art director and graphic designer Peter Saville, was also used in the big show, and also promoted brainwashing in the world's major fashion cities, reaching out to the hearts of the people of the world.

This time, the small deer hidden in the handbag is also very pleasant than the small "egg". This cartoon image that once smashed the fashion circle came to Burberry with its makers. Although the number of handbags is not enough, it does not meet the expected vacancies, but it may change afterwards.

During the 12 years that Peter Saville played for Givenchy, there were countless explosions. As early as a few days before the big show, Riccardo released the first 19 spring and summer items on my Instagram, and brought the goods personally. On the eve of the big show, it was released for 24 hours in a limited time. The star appeared on the top of the show. It seems that I know how to make the explosion. I hope that Burberry will bring more exciting.

Furla

In addition, many brands have joined the ranks of fur-free. For example, the Furla Group previously announced that in the early spring of 2019, the series promised not to use animal fur, all products are made of environmentally-friendly fur, and will begin in Furla in November 2018. The store is for sale.

With sensitive topics such as environmental protection being watched by more people, the Furla Group decided to adopt “zero fur” to comply with the market's growing environmental awareness and ethical requirements, to resolutely maintain a united front with consumers and raise the banner of environmental protection. Today's technology can completely achieve an indistinguishable touch. Rejecting fur does not mean refusing to make money. On the contrary, it is to make a difficult decision to better cater to consumers.

In fact, artificial leather is relatively cheaper than animal leather. The only thing the brand needs to care about is how to convince some fur lovers to change their minds. Fortunately, the voice is gradually increasing.

Maison Margiela

John Galliano, creative director of Maison Margiela, announced that he would use the brakes in the fashion design and become another designer who announced the boycott of fur. He also seems to be the only designer to have a Haute Couture collection at the time and also announced his participation in the “fur-free” industry.

He said, "If you don't have fur, you can feel outrageous and fun." It is reported that Galliano has recently become a vegetarian, but it has added that this has nothing to do with his latest move to brake the fur.

Gucci

Although Gucci CEO Marco Bizzarri publicly stated last year that the brand no longer uses animal skins, the real implementation began in the 19ss series. For Gucci, this move does not seem to be unexpected. After all, fur sales account for a relatively low proportion of Gucci's overall sales. Although the profit is very high, it is not unreasonable.

Moreover, Gucci's consumers are more of a "grass-based" young person. It seems more difficult for them to accept a brand that uses fur. This change may lose some consumers, but the overall advantage outweighs the disadvantages. The values ​​on social issues are consistent with consumers, which is to compromise the young consumer groups.

Stella McCartney

Stella McCartney has always liked to replace animal fur with faux fur, the most powerful designer in the industry. Committed not to use animal fur from the beginning, she said: "I did this from the first day, I have been insisting on my own beliefs, and I am very proud of it. But this is not only about myself, but Regarding the entire industry, an industry that works together for the welfare of the planet and animals."

Recently, adidas also launched a series of “vegan leather stan smith”, which made some changes than the previous stan smith series – the circular vents on the side of the shoe were changed to the shape of stars, and the left and right tongues were the heads of Stella McCartney. And stan smith's head, the heel is the designer's brand logo and eye-catching blue-red stripes.

Pure leather is produced without any animal raw materials and no animal testing. There is no animal footprint in the whole process! Most of them are made of plants, and there is no chemical pollution. It is very environmentally friendly. It seems to be insisting on fur-free. The road is getting farther and farther.

Although at present, the huge abandonment of fur has not shaken the foundation of this industry. According to the statistics of the International Fur Association, in the last season of the International Fashion Week, that is, in the 2018 autumn and winter series, the brand using fur is still up to 64%. This time, led by London Fashion Week, I believe this ratio will be greatly reduced.

The International Fur Association counts about 1 million global professional fur practitioners. According to the statistics of the China Leather Association, China's fur professional practitioners have reached 5 million. China is already the second largest skin grass material production area after Europe, and it is also the largest fur retail market and the largest processing market. Therefore, as an internationalized industry with mature industrial chain, the survival of the fur market is related to the future of many practitioners, but the reduction of this industry will certainly be an era trend.

The decisions of these international brands have indeed affected China's ethical choices, because like Western consumers, Chinese consumers are also very sensitive to the decisions of several major western fashion houses, and it is believed that this will also promote the global environmental protection.