australian brand ellery vows to go fur-free

The brand has listened to public feedback and are committed to a fur-free future.

by Wendy Syfret
07 November 2016, 1:08pm

The offending item

Last month, Sydney label Ellery came under fire on social media for its use of fox fur in its pre-fall 16 collection. The criticism related to two fur stoles made from "100 percent red fox fur (Finland)" and retailing for thousands of dollars. The backlash was lead by PETA, who lobbied the brand and called for members of the public to bombard its social media pages.

Within hours, Ellery's Facebook and Instagram accounts were flooded with comments: the brand eventually received complaints from 60,000 people around the world, leading its Facebook page to be shut down. But the message was clearly heard, and Ellery has since vowed to operate as a totally fur-free business.

In a statement to the Daily Telegraph, Ellery did specify that the fur it used was strictly regulated, writing: "Ellery is proud of its ethical supply chain and sourced fur from Finnish-based, Saga Furs... Saga Furs come exclusively from strictly government-regulated and certified European farms. Transparency and quality are the core values of the Saga Furs brand and the company files annual reports on its responsibility."

Even though it's hard to see how using any fur can be "ethical" or "responsible," it is great to see a brand listen to criticism and respond in a conscientious way. This year has proved again and again the power of social media to hold brands accountable, as we've seen independent designers press back on issues of plagiarism and consumers demand more sustainable production practices from brands.

PETA was quick to congratulate the brand for listening to the feedback, and deciding to change its practice. "Today's kind shoppers want nothing to do with an industry that confines animals to cramped cages, violently beats them, and tears their skin off," PETA wrote in a statement. "By banning fur from future collections, Ellery has done the right thing for animals and consumers." We couldn't agree more, here's hoping other brands follow its lead. 


Text Wendy Syfret
Image via Instagram

fashion news