Animal fur: anyone who doesn't eliminate it is out of the market. Even Prada has realized this. Meanwhile, in America and Russia... (photo)

STOP FUR FASHION COLLECTIONS

In the end, even Prada collapsed. You know those avalanches that hit everything and everyone until they reach a dead end? Well, in the fashion world , when it comes to sustainability and new lifestyles, this is exactly what's happening: an avalanche, cleaning up without causing casualties but rather spreading prosperity, with a barrage of announcements telling the world that we've embarked on a path of no return, with new production and sales paradigms, with new lifestyles not only aesthetically, but above all ethically. As in the case of the now-numerous " fur-free " trends, meaning no more fur.

PRADA FUR FREE

Prada (a luxury and fashion giant with an annual turnover of €3,1 billion) will no longer include animal fur in its collections, while the nylon for its fabrics will be produced through recycling, a key aspect of the circular economy that the Non Squalare community considers an extraordinary opportunity. Engraved in our editorial compass: the 17 UN goals – Agenda 2030 for Sustainable Development.

READ ALSO: Fashion accessories handmade by grandmothers, when talent never ages (Photo)

BRANDS THAT HAVE ABANDONED FURS

A new trend is sweeping the fashion world , and even the lower echelons: No more fur . Fans of this epochal change are entrepreneurs who aren't just looking at their wallets, but are also aware of the shift in public opinion, which ultimately impacts their revenues, and therefore their wallets. When Donatella Versace decided some time ago to ban animal fur from her collection, she did so with these words, published in the global financial community's most widely read weekly, The Economist : "I don't want to kill animals for fashion anymore . It's not right."

ECO FURS

It's about time, we're tempted to say. I remember attending a major fashion show in Paris, featuring major brands all wearing faux furs , no longer made from the wasteful slaughter of even rather rare animals. That was back in 2012. Now, several years later, the fashion industry seems to be getting serious and is backing down on furs made from ermines, foxes, minks, sables, and geese . Forty animal species in all , victims of this slaughter.

FOR MORE INFORMATION: Don't waste, including human and animal lives. Give everyone our manifesto.

BRAND FUR FREE

Versace's decision followed similar shifts by Gucci and Armani , to name a few major brands. And here lies the viral shift, as until now, faux fur was the preserve of a few niche brands, like the very clever managers at Stella McCartney , who created entire collections around this trend. On the other hand, just go online and search for "faux fur" and you'll discover a huge number of designers interpreting in various ways the new style inspired by the motto " Enough Fur ."

NO MORE FURS

Now we must ensure that all this doesn't become a mere commercial operation, a form of propaganda with which designers hope to tap into the new tastes of Millennials, the consumers on whom their revenues depend. If I had to give one piece of advice, I'd say something very simple to all fashion executives: Don't be smart, Millennials are active and highly informed consumers. And they truly believe in Basta Pellicce . They know they are powerfully interpreting the "zeitgeist," the change taking place at a truly unexpected speed. And in every latitude. In America, in San Francisco, Los Angeles, and several other medium-sized and small cities in California, the sale of animal fur is simply banned. This is what environmental associations like LAV and the Fur Free Alliance have always called for. In Russia , where the oligarchs' wealth and opulence are displayed primarily through the purchase of animal fur, animal fur prices in luxury stores have plummeted by 51 percent. So, either fashion companies, the entire fashion system, seriously shift toward sustainability, or they risk harming themselves—very badly. And we certainly don't want that, especially since these are industries that produce high-quality products, symbols of the best Made in Italy , and employ countless people. And (almost) full employment is one of the goals for a more sustainable world.

SUSTAINABLE FASHION COLLECTION PIECES

When technology meets fashion, here is the fabric made from recycled plastic

Quid Project. Fairtrade, sustainable, and non-wasteful fashion (photo)

Fashion and recycling: how textile waste creates an entire collection (photo)

Cigarette butts that become elegant clothes