Brad Pitt goes Brioni, fashion goes fur-free

Hollywood actor Brad Pitt hits the nonchalance button for Italian luxury menswear house Brioni for the fall/winter 2021 collections. Founded in 1945, the brand organised the first menswear runway show in the modern history of fashion in1952 and continued to stay in step with the times in 2021 as luxury fashion group Kering announced that all its brands - including Brioni - would go fur-free as of autumn (fall) 2022. Many of the brands in the group had already announced their own fur-free policies. Brioni and the legendary Yves Saint Laurent (YSL) now join the trend. Kering's CEO said the move away from fur was made out of conviction, for ethics and modernity.He added: “When it comes to animal welfare, our Group has always demonstrated its willingness to improve practices within its own supply chain and the luxury sector in general. The time has now come to take a further step forward by ending the use of fur in all our collections. The world has changed, along with our clients, and luxury naturally needs to adapt to that.” What do you think of the Brad Pitt ad? Will the fur-free move affect the cachet of luxury fashion in your eyes?

Keywords: Kering fur-free, luxury fashion houses drop fur, Brioni, Brad Pitt in ads, Hollywood actors commercials men's fashion, luxury menswear