No More Fur: Elle The Largest Fashion Magazine Bans Fur Promotion Globally

03 November 2021

Fur is out of style, physically and figuratively, as media conglomerate ELLE removes brutal animal imagery from 45 editions, reaching a global audience of 175 million people.

ELLE, the world's most popular fashion magazine, has announced that it will no longer publish fur in its 45 editions and 46 websites around the world, including its holdings in China, the world's largest fur-producing country. While 13 of its publications, including ELLE UK, already prohibit the cruelly begotten animal product from being promoted, the media giant's move to officially end its promotion of fur will prohibit the cruelly begotten animal product from being promoted across all of its editorial features, press images, runway and street style images, as well as advertisements, for an additional 20 editions beginning January 1, 2022, and the remainder on January 1, 2023.

The move, which was revealed today in London at the Business of Fashion's 2021 VOICES event, will reach a total of 175 million readers around the world.

“Societal engagement has always been one of the key pillars of the ELLE brand. The world has changed and the end of the use of fur is aligned with the course of history. We hope that, with this commitment, ELLE will open the path for other media to disallow fur promotion, all around the globe, and promote a fur-free future.” Constance Benqué, CEO Lagardère News and CEO ELLE International, said in a statement. 

A STEP TOWARDS HUMANE FASHION AND A STEP AWAY FROM ANIMAL CRUELTY

ELLE's decision coincides with a significant trend away from fur. More than 1,500 enterprises throughout the world, including fashion heavyweights Gucci, Saint Laurent, and Valentino, have committed to fur-free programs in recent years. Fur has been removed from the shelves at major retailers such as Neiman Marcus, Macy's, and Saks Fifth Avenue.

A FUR-FREE FUTURE FOR ANIMAL PROTECTION

HSI Director of Fashion Policy PJ Smith said in a statement, “We celebrate ELLE for taking a stand against the cruel fur trade and look forward to other fashion magazines following their lead. 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 cruel death. ELLE’s leadership will also drive innovation for more sustainable and humane alternatives.”

The COVID-19 pandemic has brought the ugly side of animal farming for fashion. This was revealed when mink on fur farms in Europe and the United States tested positive for the COVID-19 virus. Millions of minks were slaughtered or discarded alive to prevent the virus from spreading further. This demonstrates how harsh the industry can be to animals. This step by Elle is an excellent example of how to make a change in how people perceive animal fur for fashion.