Donatella Versace first expressed a desire for her family's namesake fashion house to go fur-free earlier this week in an interview with The Economist's bi-monthly culture magazine, 1843. ("Fur? I am out of that," she told writer Luke Leitch. "I don't want to kill animals to make fashion.") But after several days of back-and-forth in which the news spread across the internet like wildfire, Versace, the company, still hadn't confirmed that Donatella's intentions were ones that would be put into action.
That changed on Friday, when Versace issued an official statement that, indeed, asserted that the luxury label will be phasing out fur from its products "from the 2019 collections onward."
"Fur products already represent a minor part of the Versace's product line," said Versace CEO Jonathan Akeroyd in a release. "This commitment is part of a broader, sustainable innovation program the Company is pursuing, that includes not only a strong commitment to work across our entire supply chain, but also a strong and deep cultural shift that will benefit all employees."
Versace also announced that this decision to go fur-free is part of a broader plan that, looking ahead, focuses on its sustainability initiatives and environmentally savvy approaches, which the company calls "a core part of the brand's journey into the future." This has already taken shape in its retail ventures: In December, Versace opened a new London boutique, located on Sloane Street, that's the first of its kind to receive LEED, or Leadership in Energy and Environmental Design, certification. Additional LEED-certified store locations are set to follow in Miami and Munich later this year.
Beyond brick-and-mortar, Versace also pledges that will continue to pay close attention to its production and sourcing to ensure that conditions remain at the highest standards.
"Versace is proud to take this ethical step and hopes it will be inspire innovation and raise awareness," concluded the statement.
Versace is the latest in a growing number of big-name luxury labels to go fur-free in recent months, including Gucci, Michael Kors, Giorgio Armani, Tom Ford and sustainability juggernaut Stella McCartney — and to be on the right side of history.