SMCP brands shun real fur

SMCP Shandong Ruyi
Sandro store on Hong Kong's Fashion Walk

SMCP, the French group behind the Sandro, Maje and Claudie Pierlot brands, has confirmed that it has dropped real fur from all of its collections.

Having been contacted by the French arm of animal rights group PETA, it confirmed that its collections would be fur-free from January 2020.

“The Sandro brand… has stopped creating designs containing animal fur… a decision stemming from our artistic directors, who are concerned with animal welfare, as am I,” said Isabelle Allouch, CEO of Sandro.

Maje meanwhile confirmed that all of the fur in its collections was synthetic, while Claudie Pierlot said on its social media channels that it would be real fur-free from January 2020.

Consumers today want nothing to do with materials obtained from suffering animals who are caged, beaten, and skinned,” said PETA Director Elisa Allen. “By turning their backs on fur, SMCP and its brands made the right decision for animals, the planet, and their clients.”

The group joins a growing wave of brands and designers to turn their backs on fur from the high street to haute couture. Over the past couple of years names such as Gucci, Burberry, Chanel, Michael Kors, Tom Ford, Versace, Jean-Paul Gaultier, Jimmy Choo, Furla, John Galliano, Diane Von Furstenberg and more, along with online retailers Farfetch and Yoox Net-A-Porter Group, have all committed to a fur-free future.

Animal rights groups, such as PETA and Humane Society International, have been tirelessly lobbying fashion businesses to encourage them to drop real fur from their collections.