Luxury consumers see fur and exotic skins as 'less luxurious', report finds

Luxury consumers increasingly view fashion brands using fur and wild animal skins as less luxurious, according to new research from Collective Fashion Justice (CFJ), highlighting changing attitudes towards traditional luxury materials.

The report, based on interviews with 61 high net worth and ultra-high net worth consumers across London, Paris and New York, found that 95% of respondents believe the use of fur and wild animal skins makes luxury brands appear less prestigious. Instead, many associated modern luxury with innovation, ethics and sustainability.

Among those surveyed, 80% said they would be more likely to purchase wildlife-derived products if they believed they benefited conservation, while 85% said they would only consider buying them if animal welfare standards could be assured. However, almost half (48%) admitted they were unaware of the welfare issues associated with the wildlife skin trade.

Emma Håkansson, founder and Director of Collective Fashion Justice, said: “It’s clear that valuable luxury consumers view the use of wild animal materials in a way that is damaging to overall brand perception.

“Forward-thinking brands have already moved away from fur and wildlife derived materials. We need to see the whole of the fashion industry catching up and investing in next-generation bio-materials.”

The findings come as more luxury organisations move away from animal-derived materials. Earlier this year, the Camera Nazionale della Moda Italiana announced that Milan Fashion Week would no longer promote fur across its official events or social media channels, joining fashion weeks in London, New York, Copenhagen and Berlin adopting fur-free policies.

The report also found respondents were receptive to next-generation materials, provided they retained the craftsmanship, quality and exclusivity associated with luxury fashion. According to the research, consumers were more interested in rarity, innovation and design than whether a product was made from wild animal materials.

Collective Fashion Justice argues that this presents an opportunity for luxury brands to invest further in alternative materials while maintaining premium positioning. The report also notes that increased regulation of the wildlife trade and changing consumer expectations could add legal and commercial risks for brands continuing to use exotic skins and fur.