With the announcement of major design houses like Gucci, Hugo Boss, Armani, Yoox, Net-a-Porter going fur-free, it is evident that cruelty is no longer en vogue. Gucci CEO Marco Bizzarri stated that “Being socially responsible is one of Gucci’s core values, and we will continue to strive to do better for the environment and animals.”  A huge step in the right direction in an industry built on the art of the show and not so much on the social responsibility that comes with it.

Designers like Stella McCartney have been fur-free for years. As the daughter of THAT McCartney, she has always held true to her beliefs and exuded a cruelty-free lifestyle. Her line has thrived, and early on understood that consumers in today’s market wanted to be socially and environmentally responsible.

With major players like these taking the charge of keeping cruelty out of fashion, it is reasonable to believe that fur will be a thing of the past. As it should. There’s no need to traumatize you with the abhorrent realities of animals that are used in the fur trade. There are enough sites that do that. The hope is that the growing popularity of luxury brands will set the standard for all that is fashion will come to terms with their role in social responsibility, that animals being exploited for the sake of fashion, or beauty, for that matter, will come to an end.

With advancements in technology and textile production, there really is no reason to be subjecting animals to the cruel end they face in the name of fashion. Synthetic materials can be dyed, treated and construed as the feel and look that realistically mimic the look of fur, minus the cruelty.

Real or Fake?

The Federal Trade Commission gives the following advice when authenticating that your purchase is cruelty-free—or not:

  • Separate the fur and look at the base. Fake fur usually has mesh or threaded backing, while real fur usually is on a backing of skin or leather.
  • Look at the tips of the hairs. The tips of faux fur don’t taper (unless they’ve been sheared or cut, tips of animal fur taper to a fine point like a sewing needle or pencil).

One of the reasons that I was so attracted to Pevonia Botanica, is the compassion they have for animals. I have always been conscientious as to where my fashion has been sourced, so it only made sense that I was that diligent regarding the beauty products that I used. Pevonia products not only boast some of the latest science on the market regarding skincare, but they are also cruelty-free. I mean, did you really need a bunny to tell you not to put skin cream in your eye? I didn’t think so.  Social and environmental responsibility should be the metric that we hold our choices to in the marketplace.

To live the most ‘beauty.full’ and authentic life; be mindful of your choices and embrace compassion on all fronts.

Meg Evans

Meg Evans

Having been gifted her first Vogue subscription at just 6 years old, Meg is a lover of all things sartorial. Originally hailing from Northeast, she has been in the retail and fashion industry for over 20 years. She got her start with Ralph Lauren, then left her heart in Paris after a study abroad and later became the brand representative for labels such as Eileen Fisher and Gianni Bini. She has a passion for entrepreneurship, and has owned her own fashion consulting business among other ventures. She presently works for her local humane society running their retail operations and loves the fact her talents help make a difference in the lives of animals. She is also very active in her community and has produced fashion shows with the likes of Dress For Success. Meg spends her free time from her entrepreneurial and community giving efforts with her boyfriend and 6 rescue dogs. (Because all you need to truly succeed in this life is love and a dog!) She believes that every woman can live a fashionable, beauty full life and that kindness is a look that suits everyone! (Oh! And don't forget to spay and neuter your pets!)