by Camilla Podini.

<<I’m pleased to announce that the Armani group has made a firm commitment to abolish the use of animal fur in its collections.>>

the international fashion designer Giorgio Armani, who exports the ‘made in Italy’ all over the world, opens with these memorable words. Emporio Armani, Armani Jeans, Armani Junior, EA7 and Armani Home are some of his most appreciated and wanted collections and, from this week, ally to the environment. Milan atelier joins lots of international brands: Hugo Boss, Calvin Klein, Napapijri or the retail-clothing companies like H&M, Zara and American Apparel, which had already denounced the violence against animals. Violence which can be avoided today, thanks to the scientific innovations: <<Technological progress made over the years allows us to have valid alternatives at our disposition that render the use of cruel practices unnecessary as regards animals.>> continues the Italian fashion designer.
Datas are alarming: almost 100 millions foxes, minks and other rare animal specimen are hunted because of their fur. It has to add lots of farms all around Europe, where animals are given birth in order to kill them. In the middle they lived a suffering existence in run-down structures, in small and dirty place and in need of oxygen, light, water and food. A sneaky (but legal) roundabout which plays with the life and the death of precious species, often endangered ones. Denounces, advertisements and television services aren’t enough. When the interests of gain and the laws, which legalise the permanence of these prisons, are so settled, the only army on what doing reference is ‘humanity’.
Pictures and videos make us shiver and give birth to perplexities and doubts about a society which is considered “modern” and “developed”. Modernity and development should be considered synonymous of respect, love and protection: toward other human beings, toward the environment and toward animals, which share the Earth with us. Earth would joy thanks to the interdiction of create animal fur, obtained with the use of dangerous chemical products, which are toxic for the humans’ health and polluting for the environment. Now we are able to set up synthetic fur of the same quality and softness, without committing any type of violence. The equilibrium between creativity and simplicity, between luxury and respect of the environment is an achieved aim, which we have to spread and promote, using the quote of a great man, Gandhi: <<The greatness of a nation can be judged by the way its animals are treated.>>