MAISON MARGIELA: COMPASSION IS IN, ANGORA IS OUT
By:Prachi. Khatri
There is something magical about stepping into a boutique or scrolling through an online store and finding that perfect piece. With the amount of competition in the fashion industry brands have never been faced with more pressure to step up in order to align their values with the demands of conscious consumers. This has been more difficult for some luxury labels who have traditionally used materials like leather and fur.
Fur has always been a benchmark for style because it makes a bold statement. Historically, fur has been everything from a necessity to a sign of wealth. Real fur has become somewhat taboo in the fashion industry by irking animal lovers, vegetarians, vegans and animal welfare organizations. It is also not uncommon for influencers and creatives to raise their voices against animal cruelty in fashion on social media and we have seen many brands moving away from using real fur in order to respect animals and redefine what high-end fashion can be.
One such trailblazer is Maison Margiela, a French luxury label, which has confirmed it will no longer source angora rabbit fur for future collections. Angora is rabbit fur that is sourced by violently tearing out the fur. Most rabbits used for Angora are tied up and brutally sheared to cut open their skin extracting the fur. Angora wool is known for its smooth texture and has been used by various luxury brands to produce winter hats, coats, gloves, jackets etc. The entire process is extremely painful for these beautiful creatures who are made to suffer for fur sourcing in the name of fashion. In a press release following the announcement by Maison Margiela, PETA’s (People for Ethical Treatment of Animals) Vice President Yvonne Taylor stated “ this cruelly produced yarn has all but disappeared from fashion and we are urging any designer still using it to follow Maison Margiela’s footsteps.”.
Image Credit: PETA UK website and Instagram page
This decision from Maison Margiela has come after the company previously abolished the use of fur 6 years ago. Maison Margiela understood the shift in consumer behaviour and restored ethical policies, joining other luxury brands like Gucci, Armani and Valentino. As the buyer's consciousness continues to shift towards sustainability and animal welfare when making purchasing decisions, fashion houses and creatives are adapting to this change. This cultural shift in fashion has been great news for fashion creatives as designers and influencers understand that ethical fashion can also be chic. Maison’s move reflects the ongoing evolution in fashion industry as we are shaping the definition of luxury to include not just exclusivity and opulence but also transparency with customers, sustainability and respect for all living beings.
Maison Margiela’s shift in quitting fur is in perfect harmony with the brand’s mission to redefine luxury via responsibility and innovation. By broadening its fur-free policy, the company is not only safeguarding animal welfare but also reflecting on new generations ideals, who place more priority on compassion and sustainability. The shift has been met with overwhelming support from consumers, particularly Gen Z and millennial shoppers who prioritize sustainability and ethical practices in their purchasing decisions. Social media has been abuzz with influencers and fashion enthusiasts praising the brand’s bold move, many sharing how it aligns with their personal values.
Banning fur in 2018, Maison Margiela proclaimed, “You can be outrageous and fun without fur!” Beside Maison Margiela, there are several other brands committed to animal welfare and the use of vegan material, such as Burberry, Tommy Hilfiger, Calvin Klein, Stella McCartney, etc.
Maison Margiela’s winter collection, courtesy of the Maison Margiela website
According to a recent Fashion Transparency Index research, 76% of customers think that companies should give animal welfare top priority in their supply chain. Ethical standards are essential to current fashion and not just a fad.
The advances in technology have made it possible to replicate the warmth and feel of fur-like fabrics. From recycled materials to bio-fabricated fibres, Maison Margiela’s choice reflects that high-end fashion can adapt to changes without compromising on quality and style and can still be aesthetic.
It is a wake-up call for the fashion industry to adapt. Innovate and adjust to consumer conscientiousness. Also, moves like Maison Margiela’s offer influencers and fashionistas hope for the future in which substance and style coexist. Maison Margiela’s decisions are not just a change in the fashion industry but a daring move that rewrites the story of ethical fashion and motivates for a brighter future.