Elle magazine announced that it would stop using fur in all of its editorial and advertising content around the world, becoming the first major publication to do so.
The monthly lifestyle magazine, born in France and owned by the French media group LagardÃ¨re, has 45 editions worldwide. It has around 33 million readers from Mexico to Japan, with 100 million online visitors per month.
But Elle’s international director, Valeria Bessolo Llopiz, told a two-day annual UK fashion industry conference on Thursday that fur was no longer acceptable.
“The presence of animal fur in our pages and on our digital media is no longer in line with our values, nor our readers,” she said. âIt’s time for Elle to make a statementâ¦ rejecting cruelty to animals,â Bessolo Llopiz told delegates at the Business of Fashion Voices 2021 event in Oxfordshire, southern England.
Instead, she said the magazine wanted to “raise awareness of animal welfare” and “foster a more humane fashion industry.”
The magazine has already ditched the fur of 13 of its editions. Twenty more will drop their fur from January 1, 2022, and the rest will begin a year later. The move reflects the changing nature of consumer demand, Bessolo Llopiz told Agence France-Presse.
âFur has gone out of fashion,â she said, noting that many brands had gone âfurlessâ years ago.
“We are in a new era and Generation Z, which is the golden target of fashion and luxury, has huge expectations in terms of sustainability and ethics,” she added.
Welcoming Elle’s decision, PJ Smith, director of fashion policy for the Humane Society of the United States, said he looked forward to seeing other fashion magazines follow suit.
âThis announcement will trigger a positive change throughout the fashion industry and has the potential to save countless animals from a lifetime of suffering and cruel death,â he said during the conference.
“Fur promotions only belong to back issues of old fashioned magazines,” said Elisa Allen, UK director of animal rights organization Peta.
She praised the decisions of publications – including British Vogue, InStyle USA, Cosmopolitan UK and the all-new Vogue Scandinavia – rejecting fur on their editorial pages and expects the decision to extend to advertising soon.
The move comes as the fashion industry has come under pressure from animal rights activists to stop the use of real fur on humanitarian grounds and amid growing public opposition.
Smaller fashion weeks in cities like Amsterdam, Oslo, Melbourne and Helsinki have all banned fur, but the larger ones in Paris, Milan and New York leave it to designers.
Many big names have already chosen to no longer use fur. They include Gucci, Versace and Prada, Burberry, Vivienne Westwood and Alexander McQueen, Donna Karan, DKNY and Michael Kors, as well as Jean Paul Gaultier and Balenciaga.
A 2020 YouGov survey found that 93% of Britons refused to wear natural fur while another from Research Co suggested that in the United States, 71% were opposed to killing animals for their fur.
In Europe, a FOP poll indicated that 90% of the French oppose the fur trade, while 86% of Italians expressed their opposition in a 2019 Eurispes poll. In a German poll conducted by Kantar in 2020, 84% said cruelty to animals and killing them for their fur was unacceptable.
Israel in June became the first country in the world to ban the sale of fur to the fashion industry.
The fur industry itself maintains that its natural product is being replaced by synthetic fur made with plastics that are harmful to the environment.
The French federation of the fur industry said Thursday evening in a statement that it “would consider suing” the magazine’s platform for “refusal to sell”. The fur industry believes that the decisions of designers and consumers are being forced by “the pressure of radical movements”.