We are proudly registered as a Fur Free Retailer, with a lifelong commitment to never using real fur, or fake fur in any of our collections. Our mission is simple: create beautiful, ethical fashion that never harms animals and never harms the planet.
Why we are fur free forever
Our fur‑free pledge is part of our wider mission to build a fully sustainable, transparent and ethical fashion and bridal brand.
Our values
- Fashion should honour life, not take it
- Kindness, integrity and transparency guide every design decision
- True luxury is compassionate, responsible and future‑focused
Why we reject fur
- The idea of using fur is fundamentally at odds with our values
- Modern, innovative cruelty‑free fabrics offer warmth and style without harm
- There is no ethical or practical justification for fur in contemporary fashion
Why we also reject fake fur
- Fake fur is made from synthetic fibres that shed microplastics
- Microplastics pollute waterways and harm ecosystems
- Cruelty‑free must also be planet‑friendly
About the Fur Free Retailer programme
The Fur Free Retailer programme is the world’s leading accreditation for brands that refuse to use real fur.
What the programme represents
- Run by the Fur Free Alliance, a global network of 55+ animal protection organisations
- Active in 28+ countries with over 1,600 accredited brands
- A clear commitment to transparency, sustainability and ethical production
The environmental impact of fur
Fur is not only cruel — it is environmentally destructive.
Pollution and toxic chemicals
- Pelts are treated with chemicals such as formaldehyde and ethoxylates
- These chemicals are linked to allergies, hormonal disruption and cancer
- Fur processing produces toxic waste and contaminates waterways
Carbon footprint
- Fur has a significantly higher carbon footprint than polyester
- Fur farming generates CO₂ emissions, waste and pollution
Public health risks
- Intensive fur farms have been hotspots for infectious diseases
- Over 450 mink farms in Europe and North America experienced COVID‑19 outbreaks
What the fur industry really looks like
Most fur sold today comes from factory farms, not wild animals.
Conditions on fur farms
- Mink, foxes and raccoon dogs kept in cages as small as 1 m²
- A fox’s natural territory is around 10 km²
- Extreme confinement leads to stress, self‑mutilation and cannibalism
Trapping in the wild
- Around 4 million animals trapped each year
- Steel jaw leghold traps, snares and conibear traps are commonly used
- Animals can suffer for days, sometimes chewing off their own limbs
- Trapping is banned in more than 100 countries
Public opinion and global policy shift
Public sentiment and legislation are moving firmly away from fur.
Public opinion
- Across 20+ EU countries, over 75% of citizens oppose fur farming
- Gen Z consistently ranks animal welfare as their top sustainability concern
Policy and industry change
- More than 20 countries have banned or restricted fur farming
- Fur sales banned in Israel, California and 10+ US cities
- Financial institutions are withdrawing investment from the fur industry
Consumer behaviour
- Conscious consumers want products that protect animals and the planet
- Animal welfare is the top environmental concern when buying apparel
- YOOX Net‑a‑Porter found most top customers wanted fur removed from its offering
A future without fur
The future of fashion is compassionate, innovative and free from cruelty. By choosing fur‑free brands, we collectively shape an industry that respects animals, protects the planet and celebrates beauty without harm.
If we want a kinder world, fashion must lead the way and we’re proud to be part of that change.
For more information about sustainability of fur in the fashion industry go to:
LEARN MORE ABOUT OUR SUSTAINABILITY.
