Iconic Italian fashion designer Valentino is the latest major fashion house to drop fur from its collections and shut down its fur subsidiary, Valentino Polar. The company’s fur-free policy is part of its efforts to redefine and reinvigorate the brand, which will phase out fur by the end of the year. The Humane Society of the United States, which met with Valentino in 2019 to discuss its fur policy, applauds the announcement.

According to Jacopo Venturini, CEO of Valentino: "The fur-free stance is perfectly in-line with the values of our company. We are moving full-steam ahead in the research for alternative materials in view of a greater attention to the environment for the upcoming collections."

PJ Smith, director of fashion policy for the Humane Society of the United States, said: “Valentino understands that consumers want nothing to do with fur and are rewarding companies that take a stand against animal cruelty. Brands and retailers should rightfully align their policy with consumers’ values if they want to remain successful in a world that cares about animals and their welfare.”

This announcement follows other recent fur-free announcements by Saks Fifth Avenue, Alexander McQueen and Balenciaga. Valentino joins a rapidly expanding group of fashion designers dropping fur, including Prada, Gucci, Armani, Versace, Michael Kors, Jimmy Choo, DKNY, Burberry and Chanel.

The town of Weston, Massachusetts, voted last week to end fur sales, joining Wellesley, Massachusetts, and the entire state of California, which banned fur sales in 2019 following similar measures in Los Angeles, San Francisco, Berkeley and West Hollywood. The Massachusetts legislature is now considering a fur sales ban of its own.

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