Original Article: https://blog.theanimalrescuesite.greatergood.com/valentino-fur-free/

The Italian fashion brand, Valentino, joins a growing list of luxury designer brands that are ditching fur.

While fashion trends tend to repeat, one trend that will never come back in style is fur.

Millions of animals are tortured and killed every year for the fur industry.

Consumers are changing the way they shop and want to purchase items that help animals, people, and the planet – not hurt them.

Valentino plans to focus on its main brand and is redefining itself by going fur-free by the end of the year.

The brand will phase out fur from their lines over the next several months and close their fur company, Valentino Polar.

“We are moving full-steam ahead in the research for alternative materials in view of a greater attention to the environment for the upcoming collections,” stated Valentino.

While many people believe the decision is long overdue, they hope other brands will follow suit.

The Humane Society International praised Valentino’s decision. Along with Humane Society of the United States, the nonprofit organizations continue to fight to ban the sale of fur worldwide and permanently end cruel fur farming.

“Valentino dropping fur is a major nail in the coffin for the cruel fur trade. Like so many other designers, Valentino knows that using fur makes brands look outdated and out of touch, and fur industry certification schemes are little more that the hollow PR spin of an industry that kills 100 million animals for fur a year. Compassion and sustainability are the new luxury in a world where dressing in the fur of factory farmed foxes or gassed mink is tasteless and cruel,” said Martina Pluda, director of Humane Society Italy.

California was the first state to ban fur sales.

“The cruel treatment of animals must come to an end,” wrote Governor Gavin Newsom.

Several U.S. cities have banned fur sales and five states have introduced bills to end the cruel trade.

The United Kingdom was the first country to ban fur farming and could be the first country to ban fur nationwide.

Source: The Animal Rescue Site Blog