ECO FURS the future of luxury

2022 has been, for me, the year of change and upheaval. I became a mother and this, as all mothers know, is one of the biggest changes that exists in a person's life. Everything you knew, all your certainties are swept away quite abruptly, to leave room for many new questions and few answers. 2023 is obviously continuing on the same path, and I think my future will look like this by now. I discovered that I have much more willpower (even physical) than I imagined and my priorities have completely changed. All this to say that, in a climate in which many questions are accepted, I'm trying to open my mind to concepts that until now had been totally excluded without exception. More than anything else, try to understand the motivations of the others, in this specific case, the others would be the brands that still sponsor real furs, even if only taken from their archives.

This magazine was born with some basic concepts. One of these is not promoting fur. I obviously have no intention of changing this, I remain faithful to the fact that we no longer have any need nowadays to dress using the killing of animals. The solution, for me, has always been to completely stop using fur, asking the teams that collaborate with LATEST not to use them in editorials, not even archive pieces.

I've always thought that fashion, being the beacon towards which young people look, shouldn't sponsor what's not good and isn't good for the planet. And sponsoring also means producing and sharing photos of models wearing fur, thus making them desirable. Indeed, on the contrary, the new and fantastic ecological furs should be much more sponsored than that, and a way should be found to do so also in the luxury sector and not only in the alternative and fashion sectors.

There is still an important slice of the population, adults but unfortunately also young people, who believe that ecological fur is not a sufficiently luxurious garment.

It doesn't matter how expensive. Clearly it's only because they haven't seen (and touched) really well made ones, from important brands, but the fact that there is this concept is rooted because the right advertising is missing. Yet fashion is already doing a lot about it, you say, mostly young people know these things and who cares about the old ladies? They won't live forever. I don't agree too much. It depends on where you live. If we talk about big fashion metropolises ok, but for the rest you don't find new concepts even among young people.

Most of the big brands have already did the step, the decision not to produce fur anymore, sooner or later. The future is this. It must be this. But some brands have continued, and some have decided to continue in the future, to use archival furs and to resell them with new modifications. Or create new garments from scratch with archival fur inserts. Therefore, use the unsold, do not kill any animals and on the contrary contribute to recycling. All to satisfy those who still seek and demand real fur.

How to blame them? It would seem the right solution, in this way they don't lose customers who are interested in the article, without polluting or continuing to use new live animals. And we come to my doubt. All of this, in my opinion so far, is too little radical and not decisive. As long as you continue to see real fur on the catwalks, as long as you make these items desirable with fashion images, average people will continue to think that is true luxury. We're obviously talking about people who don't have anything to do with fashion and therefore don't know about the brands' commitment to recycling. Do you think these people are few? No, they are most. And as long as there are people who want real fur, there will be those who want to produce it. Especially with intensive farming and terrible killings, in order to save money and create inexpensive garments, which are the first ones we would like to see disappear. Therefore, I continue to think that the big brands (all) should cease the production AND sponsorship of the article. Only in this way it will be possible to eradicate desire in people in a certain number of years.

Vivienne Westwood was of the same opinion. Since 2007 she ceased fur production and over the years she tried by all means to reduce the environmental impact from her company. Her motto “Buy less, choose better, make it last” is very famous. Yet, going back to the beginning of my speech, I'm in a moment of re-evaluation and therefore I focused better on the work of the various brands regarding recycling and the use of archive items only. As blame them? We are in a critical moment and losing customers, right now, could give a brand even a definitive hit. Couldn't it be our fault too? And by ours I mean "us" media. The media should demand more productions that show the luxury of ecological furs, they should find a way to get these advertisements to those average people. And isn't it also a bit the fault of those average people? Someone would say "the law does not admit ignorance", in short, the topic is now everywhere and anyone, really anyone could get there to the right information about it. If they wanted to. If they were interested. In short, are we sure that everyone, really everyone can be saved from their wrong thoughts and desires?

Style Milane De Cazanove

And Ana De Casanove

Model Margaux Brazhnyk c/o System Agency

Hair Style, Makeup Charleene Evrat