Animal fur will disappear from all issues of the fashion magazine She. “From the spring of 2022, we are committed to no longer publishing in our pages any article or advertisement that contains them”, said in a telephone interview Sophie Banford, editor of magazines Elle Quebec and Elle Canada.
“It’s obviously a global trend, many brands have already made this commitment to exclude fur from their creations, and the others will follow,” she explains.
It’s Valéria Bessolo Llopiz, vice-president and international director of publication She, owned by the French group Lagardère, which made the announcement Thursday morning. “The presence of fur in our pages and on our digital media is no longer in line with our values. It’s about promoting a more humane fashion industry, ”she told the VOICES 2021 conference, presented by The Business of Fashion, which takes place in Chipping Norton, central England.
Fur will therefore be prohibited not only in editorial content, but also in advertising space.
According to Stéphane Le Duc, lecturer at the École supérieure de mode of ESG UQAM, this is a very judicious announcement. “It’s a very strong political and editorial choice,” he said. We also know that consumers, especially those of the new generation, no longer want fur, just like the luxury brands that are advertisers. ”
Magazines She will thus gain the support of young readers, which will have a positive effect on the readership. the She is thus positioning itself as a magazine that is aware of the environment, intelligent, which knows how to renew itself, of the values claimed by Generation Z.
Stéphane Le Duc, from ESG UQAM
This measure will affect the 45 editions of the magazine She in the world as well as their platforms. These publications have 33 million readers and 100 million visitors per month on 55 digital platforms. She thus becomes the first major publication to exclude fur in all of its global editions.
Luxury brands like Prada, Gucci, Michael Kors, Balenciaga, Versace and Alexander McQueen have already given up animal fur in all of their collections, as has the Quebec brand Kanuk.
Training effect ?
Welcoming this decision, PJ Smith, fashion manager of the American branch of the NGO Human Society International, said he hoped that “other fashion magazines would follow his example.”
“This announcement will trigger positive change throughout the fashion industry and can save countless animals from a lifetime of suffering and cruel death,” he said.
“The promotion of fur belongs to the old issues of fashion magazines of yesteryear,” also said the director of PETA UK, Elisa Allen.
This animal rights organization “congratulates the main current publications – including British Vogue, InStyle USA, Cosmopolitan UK and the brand new Vogue Scandinavia – for excluding fur from their editorial content, and we have no doubt that they will extend this measure to advertising, ”she added.
With Agence France-Presse