Following the lead of several major fashion brands, ELLE will become the first fashion magazine to ban the promotion and advertisement of fur across all of its online and print editions.
The company’s decision extends across all 41 branches of the publication and will go into effect in 33 publications on January 1, 2022. The remaining 20 will adopt the policy on January 1, 2023. The decision comes as the prevalence of fur continues to decline in major fashion brands, pushed by animal welfare activists.
“It’s a really great opportunity to increase awareness for animal welfare, bolster the demand for sustainable and innovative alternatives and foster a more humane fashion industry.” ELLE Senior Vice President and International Director Valeria Bessolo Llopiz told Reuters.