The Italian fashion house Valentino, following the example of other major brands such as Versace, Prada and Balenciaga, has renounced the use of animal fur for their future creations. This decision is part of a repositioning of the Italian brand.
No more fur from 2022
This abandonment, which will take effect from next year, is part of a growing thinking and commitment to sustainability and animal welfare within the major haute-couture houses.
“The “fur-free” concept is perfectly in line with our company values,” said Jacopo Venturini, Valentino’s CEO for the past year, in a statement. “We are moving quickly in the search for alternative materials with a view to a greater attention to the environment for the collections of the coming years,” he added.
The planned end of RED Valentino
In a goal linked to its renunciation of the use of animal fur, Valentino’s “little sister” line, RED Valentino, is preparing to leave the market. “Focusing on one brand will better support the company’s organic growth,” says Venturini.
Valentino, due to the Covid-19 pandemic, saw its turnover fall by 27% last year but remains optimistic for the months to come, supported by the accentuation of its brand content, the reinforcement of its e-commerce strategy and the good results achieved by the brand on the Chinese market.
Featured photo : © Valentino