February marked the start of another London fashion week and whilst fashion was in the air, so was fury.

 

Throughout the week animal rights protesters flocked to Somerset house in their hundreds to the tune of ‘shame, shame, shame on you,’ branding signs that read ‘Stand up for Animals’ and, ‘Shame on London Fashion Week.’ Outside Store Studios on the Strand, PETA protesters were even campaigning topless, having painted ‘wear your own fur’ across their bodies.

 

Despite their anguish, according to the British Fashion Council, around 90% of designers who took part in Fashion Week did not use fur in their collections.

 

Personally, I think it’s about time. 

 

Since Gucci decided to drop fur in October last year, it’s become almost extremely un-fashionable to wear real fur, marking an important turning point in the fashion industry. Whilst historically, fur coats were designed for and worn by the rich and famous, such people are now starting to realize they can wear a faux-fur coat that looks equally as good – whilst saving the lives of up to 35 innocent foxes per coat in the process.

 

This season it was Greek born designer, Mary Katrantzou who faced the brunt of activists, despite issuing a statement that revealed she was only using faux-fur in her collection. A protester from the Surge animal welfare group crashed the catwalk, chanting: “Shame on all of you.” This season, it appears protestors were too hasty in making their assumptions.

 

The movement towards faux-fur fashion is a refreshing trend although recently turned vegan fashionista, Tom Ford, has admitted he isn’t yet compelled to go ‘fur-free’ as the production of the faux alternative is bad for the environment. Touching on the sustainability aspect, Ford said: “A fur coat gets recycled. People wear them for 30 years and then they give them to their kids.”

 

With Burberry, Roland Mouret and Mulberry all boycotting fur this season, I’m hoping Tom Ford comes around to it in time for September.