Kering, one of the world’s largest luxury fashion companies and parent company to some of the biggest names in fashion–including Gucci, Yves Saint Laurent, Alexander McQueen, Balenciaga, Bottega Veneta and Brioni–announced today that it is going completely fur-free. The announcement is a significant blow to the declining fur trade and puts pressure on the few remaining fashion brands that continue to sell fur to follow suit.

Yves Saint Laurent and Brioni were the last of Kering’s brands to use fur. The Humane Society of the United States and Humane Society International worked with Gucci to announce its fur-free policy in 2017. They were later joined by Bottega Veneta in 2018, and earlier this year Alexander McQueen and Balenciaga made the decision to drop fur.  

Kitty Block, CEO and president of the Humane Society of the United States and president of Humane Society International, said: “The future is clearly fur-free and now one of the world’s largest luxury fashion conglomerates agrees. As markets around the globe close their doors to fur products opting instead for innovative humane products, it makes complete sense for a power fashion house like Kering to make this ethical decision. We couldn’t be more proud of our long-standing relationship with Kering and its brands and look forward to continuing our work with them to pave the way for a kinder fashion world.”

PJ Smith, director of fashion policy for the Humane Society of the United States, said: “Kering is synonymous with luxury fashion, and with this announcement, it marks a new era for what is considered luxury to now include what is socially responsible, ethical and innovative. We hope the rest of the fashion industry will take notice choosing compassion and innovation over an outdated idea of luxury.”

The announcement comes at a time when the majority of fashion brands and retailers have moved away from fur opting instead for cruelty-free alternatives that are better for animals and the planet. Just this year alone, Neiman Marcus, Saks Fifth Avenue, Mytheresa, Canada Goose, Valentino, Oscar de la Renta, Tory Burch, Holt Renfrew, Mackage, Moose Knuckles, Alexander McQueen and Balenciaga have announced fur-free policies.

Also in 2021, Israel became the first country to ban fur sales and the British government is also considering a fur import and sales ban in the coming months. In the U.S., Ann Arbor, Michigan and Weston, Massachusetts also banned fur sales this year following California’s ban in 2019.

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