Elle Magazine is set to become the first major publication to ban fur content across all of its pages, saying it is aligning with the values of its readers and rejecting animal cruelty, the company announced.
“For many years, ELLE has been engaged towards environment, sustainability and ecology through regular features or special green issues,” Senior Vice President and International Director Valeria Bessolo Llopiz announced Friday at Business of Fashion’s 2021 VOICES event in London.
“The presence of animal fur in our pages and on our digital media is no longer in line with our values, nor our readers,” she said. “It is time for Elle to make a statement on this matter, a statement that reflects our attention to the critical issues of protecting and caring for the environment and animals, rejecting animal cruelty. It is also an opportunity for ELLE to increase awareness for animal welfare, bolster the demand for sustainable and innovative alternatives, and foster a more humane fashion industry.”
The lifestyle and fashion magazine’s commitment comes following talks between ELLE brand owner, Lagardère Group, the Humane Society of the United States, Humane Society International, and Creatives4Change.
Elle will no longer allow editorial content that promotes animal fur on any of its pages, websites, and social media, including editorials, press images, runway and street style images as well as in any advertisements in its pages and online, according to Humane Society International.
Each of the magazine’s 45 global editions, including Arabia, USA, UK, and China, has signed a charter to ban such content from being printed in its pages, websites, and social media sites.
The magazine, which has roughly 21 million readers per month and a total reach of 175 million, has already dropped fur from 13 of its global editions.
For twenty of them, the agreement will be in effect as of Jan. 1, 2022, and for the remaining global editions, it will begin from Jan. 1, 2023.
PJ Smith, director of fashion policy for the Humane Society of the United States and Humane Society International, lauded the magazine’s decision and said he hopes the move will prompt other fashion magazines to follow suit.
“This announcement will ignite positive change throughout the entire fashion industry and has the potential to save countless animals from a life of suffering and a cruel death. ELLE’s leadership will also drive innovation for more sustainable and humane alternatives,” Smith said.
Animal rights organization, People for the Ethical Treatment of Animals (PETA), also praised the decision, noting that, “By going fur-free, Elle is sending a clear message to its readers and to fashion enthusiasts around the world that killing animals for fur is permanently out of style.”
Ella was founded in France in November 1945 by Hélène Gordon-Lazareff and her husband, Pierre Lazareff.
The magazine’s decision comes as fashion houses and retailers face growing pressure from animal welfare activists and consumers to become fur-free.
In July, luxury department store chain Neiman Marcus Group said it will close its fur salons and become fur-free by early 2023. Canada Goose Holdings Inc, Versace, Coach, Michael Kors, and Gucci have all announced that they will stop using fur in their parkas.
In September, luxury group Kering announced all its brands would stop using animal furs in collections, starting from fall 2022.