Gucci are fake, and that’s okay

Originally appeared here on tmrw Magazine. 

Illustrations by ***Charlotte Righton***

Gucci have decided to put a ban on the use of real fur, abiding with social, economical and cultural norms of 2017 and we’re pretty thankful for it.

It’s not really fashionable to wear real fur anymore. It’s not a sign of luxury or of money, or of a special high class of person – it’s a dead animal. This ain’t no Great Gatsby, and a fur coat is not the green light in the distance I’m pining over. So I’ll pass on that genuine fox shawl across my shoulders, thanks pal.

In announcing Gucci’s decision at the London College of Fashion last month, Marco Bizzarri, President and CEO, said: “Being socially responsible is one of Gucci’s core values, and we will continue to strive to do better for the environment and animals. Do you think using furs today is still modern? I don’t think it’s still modern and that’s the reason why we decided not to do that. It’s a little bit outdated. Creativity can jump in many different directions instead of using furs.”

It’s a big decision made by the global fashion brand, but one which many appreciate. This announcement comes after that controversial Princetown slipper which featured Kangaroo fur. Even when I wear my faux fur coat, I have an urge to tell people, random people, that it’s not real. An “honest, guys, it’s fake – this would’ve been ruined ages ago if it was real, as I always get caught in the rain,” followed by a demoniac laugh, that results in the person you’re ranting at to back away, because they weren’t even interested in your coat in the first place, and now look what you’ve ended up doing.

In February we saw a petition aimed at the British Fashion Council to ban fur entirely from all of the London Fashion Week catwalks. Today, this petition has received almost 230k signatures in support. Then, there was the anti-fur protest outside the Burberry show when they tried to show their last collection – the demonstrators’ chants could be heard from inside the show. People are angry and they want their voice heard, or namely, they want to animals’ voices to be heard. After all, someone has to speak up for those that can’t speak.

People say there are bigger issues than fur – like the leather industry or the supermarkets that are selling factory-farmed meat. But, these people should realise just because there may be larger problems, it doesn’t mute the smaller issues. Fur could be considered an easy target because of connotations with its reputation. But now, the reputation it once had of luxury means nothing. No one wants to picture the countless bunnies that died to make an entire coat.

Other brands are now following the likes of Gucci, Stella McCartney, Calvin Klein (and more) who have already banned fur, instead choosing to going faux – or, no fur at all. And it’s a step in the right direction. High fashion and its designers need to realise that the consumers of today don’t have the same values as those of the past. They don’t want to wear fur, and they do want to drink their almond milk flat white. Times have changed, and Gucci have noticed. I for one would like to thank them.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

%d bloggers like this: