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Valentino luxury group announced on Tuesday it would stop using fur on their garments from next year on. This is the first step to the brand’s positioning redesign to make it Italy’s leading “Maison the Couture.” The latest collection to include fur will be the fall 2021 / 2022 season.
It’s the Italian house’s latest move since Jacopo Venturini joined the company as chief executive last year. “The fur-free concept is perfectly aligned with the values of our company. We are rapidly advancing in the search for different materials and with a view to a greater attention to the environment for the collections of the upcoming years,” states.
The fashion brand controlled by Mayhoola, a Qatari investment vehicle, joins many other luxury houses in banning fur over the last few years. Prada, Versace, Gucci, Armani and, more recently, Kering-owned Balenciaga and McQueen, have taken the leap for growing customer sensitivity towards animal rights and environmental issues.
In line with redefining its objectives it will focus all its energy on the main brand phasing out the younger and more—affordable line; “Red Valentino.” It will take some time, since the brand needs to wind down wholesale partnerships and negotiate with labor groups. The line will release its last collection for Fall/Winter 2023 / 2024.
Valentino isn’t the only luxury brand concentrating in the main line. Saint Laurent, Burberry and Dolce & Gabbana have also got rid of their more accessible sub-brands to avoid misleading their perception. The brands managed to reach more clients by creating affordable products like caps and t-shirts, instead of operating “second lines” that have the same effect.
* All images ©Red Valentino | Header from Summer Collection, paragraph from Lunar New Year Collection.