About time! Elle drops fur from editorial content, Armani to quit angora wool

Soon after Italian luxury fashion house Armani said it will stop using angora wool, Elle magazine has said that it will stop using fur in all its editorial and advertising content worldwide.

This makes the fashion glossy the first major publication in the world to do so.

For the Armani group that went fur-free in 2016, the latest ban on angora wool, a rabbit hair product, will be effective from its 2022-23 winter collections.

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Armani's news comes around 8 years after animal rights group PETA exposed the harrowing conditions in 10 Angora farms in China where 90% of the world's angora is produced.

In recent years, many fashion brands have adopted policies against using materials that inflict cruelty upon animals. Apart from Armani, a slew of brands including Gucci, Valentino, Balenciaga, Alexander McQueen, Burberry, Stella McCartney have also gone fur-free.

On the other hand, luxury group LVMH, the parent company of Dior, Fendi, Givenchy among others, says their stance is 'freedom of choice' for their customers and brands as Fendi continues to sell mink fur coats for $30,000.

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