Mind in a cage

Famous Italian Luxury Clothing Brand Goes Fur Free

Global Animal Welfare Organisation Welcomes Yet Another Luxury Brand to Go Fur Free


Vienna, 2 February 2023 – Italian luxury clothing brand, Herno, has announced that it has joined the Fur Free Retailer international standard, undertaking not to use and market animal fur.

The commitment not to use animal fur will take effect from the fall-winter 2023-24 collections. Today, more than 1,500 brands worldwide have renounced fur fashion and joined the international Fur Free Retailer program.

"Herno is joining a long list of major luxury fashion brands who are saying no to fur. The overwhelming evidence that this is an inhumane and cruel practice is all there for to see and there is an upward trend in the fashion industry where we are seeing manufactures and consumers say enough is enough.”

Thomas Pietsch, FOUR PAWS Head of Wild Animals in Entertainment and Textiles

Sign for a #FurFreeEurope


Herno joins a growing list of brands who have committed to banning animal fur from their collections including Italian brands Dolce&Gabbana, Armani, Gucci, Prada, Moncler and global leader in online luxury fashion Yoox Net-a-Porter.

2022 saw the launch of the European Citizens initiative which aims to achieve an EU-wide ban on keeping and killing of animals for the sole or main purpose of fur production, as well as placing farmed animal fur, and products containing such fur, on the EU market.

The ECI Fur Free Europe was officially registered by the European Commission on 16/03/2022. The ECI was submitted by a group of citizens from 7 EU Member States.

The ECI has just hit 1.4 million signatures and national signatures thresholds in 15.


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FOUR PAWS is the global animal welfare organisation for animals under direct human influence, which reveals suffering, rescues animals in need and protects them. Founded in 1988 in Vienna by Heli Dungler and friends, the organisation advocates for a world where humans treat animals with respect, empathy and understanding. The sustainable campaigns and projects of FOUR PAWS focus on companion animals including stray dogs and cats, farm animals and wild animals – such as bears, big cats and orangutans – kept in inappropriate conditions as well as in disaster and conflict zones. With offices in Australia, Austria, Belgium, Bulgaria, France, Germany, Kosovo, the Netherlands, Switzerland, South Africa, Thailand, Ukraine, the UK, the USA and Vietnam as well as sanctuaries for rescued animals in eleven countries, FOUR PAWS provides rapid help and long-term solutions. www.four-paws.org

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