In line with the stylistic choice already announced last year, and with what was presented at Pitti in January and shortly during MILANO COLLEZIONI DONNA, Herno confirms that it has joined the Fur Free Retailer international standard, undertaking not to use and market animal fur.
Simone Pavesi, Head of LAV Animal Free Fashion Area.
“LAV applauds Herno’s ethical and sustainable decision to phase out animal fur, forever. Italian and global fashion increasingly needs virtuous brands that make positive choices for the protection of the environment and animals also in a concrete implementation of the Sustainable Development Goals of the UN 2030 Agenda. Fashion consumers today are increasingly informed and aware of the exploitation of animals and the renunciation of animal fur is the first goal that a responsible and aware fashion company must achieve in order to continue to be a leader in its sector”
Joh Vinding, chairman of the Fur Free Alliance, said:
“We applaud Herno for making a formal commitment not to use real fur in the future. Given the overwhelming evidence of inhumane practices in the fur industry and the availability of so many different options for warm and fashionable fabrics, brands like Herno recognize that there is no future for fur.”
The commitment not to use animal fur will take effect from the fall-winter 2023-24 collections.