In a time when information is readily available, more and more of us are curious about how our clothes are made and the journey they make before they end up on our backs and in our wardrobes. Which is why more and more compassionate consumers are saying no to real fur – a fact that the fashion industry can’t help but notice, resulting in more and more forward-thinking young designers refusing to work with this cruel, unsustainable material.
Younger, more trend-conscious designers saying no to fur is hardly news – they’d have to been living under a rock to miss out on the current holistic, eco wave. But when a well-known fashion house steeped in tradition turns its back on animal pelts – that’s pretty revolutionary. And that’s exactly what’s happened at Hugo Boss.
Starting with AW16 (an autumn/winter collection, no less!) the house of Hugo Boss will be 100% fur-free. The decision was made after a company survey which showed that many consumers had very high ethical standards, especially regarding animal welfare.
Here at Vilda we hope that Hugo Boss’ compassionate move will inspire other renowned fashion houses to distance themselves from the cruelty of fur. They would be in great company, as brands such as Stella McCartney, Calvin Klein, Christopher Raeburn, Charlotte Ronson, Ralph Lauren, Simone Rocha, Tommy Hilfiger and Vivienne Westwood are already fur-free. And now, Hugo Boss joins the line-up. Who will be next?