Cruelty can't be fashionable

Fendi "all about fur" show pics via Vogue.it

Peta 1994 campain against fur

I think that  Fendi fall 2013 collection is a really creative one,  the colors and the way fur has been used is innovative, but I don't know why they didn't use fake fur instead.

Watching fall collections you may have noticed the huge come back of fur on the runway and I keep thinking why can't we go beyond it?

Almost 20 years ago famous supermodels like Naomi Campbell and Christy Turlington posed for the camera to say: “We're against it”.

Someone never stopped wearing fur, but it became a socially unacceptable behavior.

While I'm writing my cat is keeping me company. I bet each of you had at least a pet in your lives with whom you build a relationship. You took good care of him and had friendship and loyalty back. Pets pictures are on top of web searches and it has been proved that watching cats and dogs pictures lowers stress levels. I'm saying this because if we don't want to go beyond fur for the respect of animals or for the cruelty involved in killing them just to make coats out of their furs we should do it at least for their ability to build a relationship with us. Would you wear your pet fur? Other animals are used for furs, but the same concept applies.

Why designers keep using fur?

The concept of what is fashionable changes over time. Designers as well as celebrities address people desires and purchases, they have a responsibility.

Isn't fake fur good enough to create a glamorous look? Designers can invest in research to make more beautiful fake fur like they do with innovative fabrics.

How fake fur is made

Sadly we know where real fur comes from, but how is fake fur made?

Manufactures start with the making of synthetic fibers that are sewn on a polyester backing, the quality of fibers, their softness and their quantity discriminate a high quality faux fur from cheaper ones. The faux fur is then colored and brushed. It's a common mistake to think that faux fur fabric are cheap or that they don't look good, There are many quality faux fur fabrics, expensive ones like those of the brand Tissavel that supplies Chanel and Prada. (more on how faux fur is made here)

Stella McCartney ad campain with Bambi

The cruelty free choice

Stella McCartney, vegan designer is well known for her commitment against the use of products derived from animals, she doesn't use fur or leather. She doesn't even allow the use of glue whose ingredients derive from animal parts.

There are also good examples of happily cooperation between rabbits and designers.

At the end of first world war Luisa Spagnoli, Italian entrepreneur (also founder of the Perugina chocolate factory) opened a farm of angora rabbits. Rabbits were brushed by her employees and the hair left on the comb was used to make angora wool and then soft knitwear. No cruelty just brushing.

Luisa Spagnoli employees brushing angora rabbits - bottom right Luisa Spagnoli pictures from "La storia siamo noi" documentary

Is wearing fake fur morally acceptable?

Honestly I see nothing wrong in wearing fake furs, but Daily mail states that spotting this or that celebrity in fur coats fake or real, made the "fur look" fashionable again raising the demand of real fur.

Oh hypocrisy

I hear it coming: "you don't want to wear fur, but you eat meat and wear leather" and "Fake fur is made of synthetic fibers that pollute the environment".
I think these statements cannot be an excuse for killing animals just to wear their fur.
We can all be fairer to animals and the environment and we have to move in this direction. Other questionable habits cannot be an excuse for doing nothing. We have to make steps towards a cruelty free fashion.
There are many open questions in the fashion industry that we need to be aware about.
As customers we make a choice any time we buy something.
Is this brand fair to his employees? Are there any chemicals in these clothes that can harm my health? If I toss this cloth will someone recycle it? When we buy any kind of product we validate a brand behavior with the society. We may be just one customer, but when a lot of people make a choice they cannot be ignored.
How do we make the right choices? We have to being informed and we have to try to avoid having an opinion before knowing what are the facts.
So if anyone wants to add informations to this discussion, anything that helps us have an informed point of view is welcome.