Given fashion's complicated history with animal rights activists, it was a small, albeit significant, victory when a major fashion house decides to go fur-free and the latest who join in the pledge is Versace.
Following the like of Gucci, Armani and Michael Kors, Donatella Versace matter-of-factly stated, "Fur? I am out of that. I don’t want to kill animals to make fashion."
With this announcement, Versace's first effort to the cause is a new London boutique in Sloane Street, which is now officially LEED certified and has more in the line to open in Miami and Munich.
And there will be no more fur in its various collections from 2019 onwards. Several other luxury labels like Tom Ford (kind of), Givenchy, and Michael Kors have also addressed going anti-fur, which begs the question: is this fashion's next hot trend?
While the thought of the entire industry going fur-free overnight is enticing, it takes baby steps (such as Versace's) to get the momentum going. So brava, Donatella!