Elle Magazine Just Announced ALL 45 Editions Will Go Fur Free

ELLE Magazine’s new fur-free stance might have seemed shocking if it was announced a decade or even a few years ago. A growing wave of celebs AND brands are advocating for animal rights by refusing to wear fur and even taking it in some more creative (even artistically bizarre) directions. The gist of this announcement really points to the fact that animal fur is “no longer in line” with the values of the publication and its readers. 

This announcement might not be surprising. It’s still a strong, even revolutionary, stance that affects a readership of 33 million and 100 million monthly online visitors for the biggest-selling fashion magazine in the world. ELLE is the first magazine to ban fur on all of its 45 editions worldwide, including magazine pages, websites, and social media posts. That’s a huge commitment when you consider what it means for a publication like ELLE, with its myriad of runway images, editorial photos, press images, and advertisements. 

ELLE’s International Director, Valeria Bessolo Llopiz, explained the change: “The presence of animal fur in our pages and on our digital media is no longer in line with our values, nor our readers.” She said, “It is also an opportunity for ELLE to increase awareness for animal welfare, bolster the demand for sustainable and innovative alternatives, and foster a more humane fashion industry.”

Beyond celebrity advocacy, the fashion industry has seen other signs that fur fashion is in the midst of a paradigm shift. Just a few months ago, the global fashion house, Kering, announced that it was going fur-free. François-Henri Pinault, Chairman and CEO of Kering, said, “When it comes to animal welfare, our Group has always demonstrated its willingness to improve practices within its own supply chain and the luxury sector in general.” 

Pinault explained, “The time has now come to take a further step forward by ending the use of fur in all our collections. The world has changed, along with our clients, and luxury naturally needs to adapt to that.” The fur bans reflect a growing trend by fashion retailers, brands, and publishers to ban fur, although many of the previous initiatives have been largely unremarked upon.

InStyle was the first fashion magazine to officially go fur-free in 2018, when Laura Brown announced: “The tide is turning towards fur-free alternatives in the fashion industry, and we’re proud to be a part of it. Onward!” Their readership is 7.5 million, with an audience of nearly 18 million. PETA Senior Vice President Dan Mathews responded: “PETA welcomes the news that InStyle has officially declared fur to be out of style and will not support the sale of animals skinned for fashion.”  

Armani, Calvin Klein, Donna Karan, Gucci, Hugo Boss, Jimmy Choo, Michael Kors, Ralph Lauren, Tommy Hilfiger, and Versace all adopted fur-free mandates around the same time. Donatella Versace, Head of Versace, stated, “Fur? I am out of that. I don’t want to kill animals to make fashion. It doesn’t feel right.” 

Marco Bizzari, Head of Gucci, explained, “Do you think using furs today is still modern? I don’t think it’s still modern and that’s the reason why we decided not to do that. It’s a little bit outdated.” Those sentiments now appear to be picking up steam. Perhaps fur-free fashion is achievable in our lifetimes, or sooner. Certainly, Billie Eilish was able to extract a fur-free pledge from Oscar de la Renta in exchange for agreeing to wear their designer’s dress to the MET Gala.

And, for her part, ELLE’s Bessolo Llopi now seems to be reiterating what Versace and Bizzari said back in 2018. In her interview with Reuters, she said, “Fur appears to be outdated and not fashionable anymore, and especially for the Gen Z, who is the golden target of the fashion and luxury industry.” As you can probably imagine, PETA appears to be thrilled with the latest turn of events involving ELLE. 

PETA Executive Vice President Tracy Reiman said, “PETA’s years of protesting furriers and persuading the public to shun fur continue to pay off. Celebrities, top designers, shoppers, and even Queen Elizabeth II have rejected fur—and now, ELLE has banned it from its pages worldwide.”

This latest fur ban reignites discussions and debates around sustainable and innovative alternatives. With so many major fashion designers already dedicated to a fur-free future, is there any doubt that innovation will follow? 

Constance Benqué, CEO for Lagardère News and CEO of ELLE International probably said it best: “We hope that, with this commitment, ELLE will open the path for other media to disallow fur promotion, all around the globe, and promote a fur-free future.” It’s just a matter of time. 

What are your thoughts about ELLE’s fur ban? Do you think the world of fashion should go on without relying so heavily on fur? We’d love to hear your thoughts below.

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