Burberry’s Future Is Fur-Free—And Much More Sustainable

Steff Yotka
Updated
The British brand has pledged to stop using fur in its collections and to cease its practice of burning unsold items.

Burberry will no longer use select animal furs in its products, according to an interview with CEO Marco Gobbetti on Business of Fashion. Starting with Riccardo Tisci’s debut collection this September 17, Burberry is banning rabbit, fox, mink, and Asiatic raccoon fur, as well as angora. Shearling and leather will still be used in collections, and the remaining fur products are slowly being phased out of the line. On Instagram, Tisci heralded the change as a “new era” hashtagging his post #modernluxury.

Burberry’s new fur-free policy is part of a sea change in the luxury industry. Over the past 18 months, brands including Gucci, Versace, and Michael Kors have made public statements declaring their labels fur-free. Previously, Giorgio Armani stopped using fur in 2016, while Calvin Klein has been fur-free for several years. The Humane Society, which has advocated against fur in fashion, released a statement praising Burberry for its choice to join the ranks of these fur-free brands. “We are delighted that this iconic British fashion giant is finally going fur-free,” said a Humane Society U.K. member.

In addition to not using fur in its collections, Burberry has pledged to end its practice of burning unsold merchandise. Previously, the retailer was found to have set approximately 28.6 million pounds’ worth of goods ablaze at the end of the 2017–2018 fiscal year.

Burberry’s new model is more sustainable in most ways—there are still debates about the toxicity of faux furs, typically made out of plastics that do not degrade. It’s also a positive press narrative. In the wake of Nike’s Just Do It campaign featuring Colin Kaepernick and Levi’s partnership with a gun control group, it’s obvious that the newest, coolest products aren’t enough. Moral values and political resonance will be this season’s—and possibly the future’s—biggest trend.

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