Melbourne Fashion Week is set to make history in 2024 by implementing a groundbreaking feather ban, thus becoming the first fashion event globally to prohibit three contentious wildlife-derived materials.
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This addition to their existing policy, established in 2018 as a fur and wild animal skin-free event, solidifies their commitment to ethical fashion practices, with special consideration for Indigenous fashion.
The decision to introduce this new policy was announced during a Melbourne Fashion Week event dedicated to exploring the Wildlife-Free Future of Fashion.
This event showcased the cutting-edge innovations of designers, brands, material pioneers, and fashion events embracing cruelty-free practices.
This move has been applauded by World Animal Protection and Collective Fashion Justice as an exemplary step in the right direction for the entire fashion industry.
“Feathers often find their way into fashion through extremely cruel practices which undermine the most basic principles of animal welfare,” Suzanne Milthorpe, Head of Campaigns, World Animal Protection
“With this new policy, Melbourne is setting the stage for a future where fashion and ethics go hand in hand, cementing a global standard for the industry which truly aligns with public expectations.”
“We hope to see more brands and fashion week organisers follow Melbourne’s lead and embrace innovation over exploitation by keeping wildlife materials out of their collections.”
Simultaneously, a recently published report titled “Feathers are the New Fur” (pdf) has unveiled disconcerting and widespread mislabelling practices prevalent within the fashion industry.
“There is no way to turn a wild animal into a handbag or coat without causing immense suffering. It’s now up to the brands and shows to decide whether this is something they can justify and support,” Suzanne Milthorpe, Head of Campaigns, World Animal Protection
Independent textile analysis has exposed that authentic animal feathers were being erroneously labeled as ‘faux’ or ‘synthetic’ by major retailers such as THE ICONIC, Selfridges, Boohoo, and ASOS.
Furthermore, the report’s researchers discovered that brands like Nordstrom, Cettire, Net-a-Porter, and Revolve were marketing items with unmistakable genuine feathers as ‘faux feathers.’
In response to these findings, ASOS has since reinforced their material testing protocols to ensure more stringent adherence to their wildlife policy.
Meanwhile, THE ICONIC has introduced a ban on decorative feathers, set to take effect from 2024.
A survey conducted for the report has revealed that 70% of consumers, when presented with a garment adorned with genuine feathers, mistakenly believed them to be synthetic or plant-based.
Termed “Feathers are the New Fur,” the report has also shed light on the disturbing practice of live plucking within the feather industry, which is marketed to major brands as the pinnacle of quality.
World Animal Protection and Collective Fashion Justice are now urging the fashion industry to wean itself off wildlife exploitation as a source of materials and to instead invest in ethical, sustainable, and innovative alternatives, aligning with consumer expectations.
Report co-author Emma Hakansson of Collective Fashion Justice added:
“THE ICONIC’s decision to ban all decorative feathers helps to protect all wild birds in addition to conventionally farmed birds typically used for those purposes”
“The policy is progressive, and one we are sure to see replicated by global retailers in the near future. Brands can choose to spend big money tracing their supply chains in an effort to reduce animal welfare risks, or they can implement strategic policies that help to eliminate animal suffering from the value chain entirely”
“This is a more effective and responsible approach, particularly given there is no way to commodify wild animals for fashion which can be considered genuinely ethical.”
Who are World Animal Protection?
World Animal Protection serves as the global advocate for animal welfare, boasting over seven decades of experience dedicated to the pursuit of a world where animals can exist free from cruelty and suffering.
With a presence in 12 nations and operational reach extending across 47 countries, World Animal Protection collaborates with local communities, the private sector, civil society, and governments to effect positive change in the lives of animals.
World Animal Protection’s overarching objective is to reshape the very foundations of the world to eradicate the scourge of animal cruelty and suffering, both for wild and farmed animals.
Through their comprehensive global food system strategy, they are resolute in our mission to bring an end to factory farming and construct a compassionate, sustainable food system that prioritizes the welfare of animals.
By reforming the fractured systems that perpetuate exploitation and commodification, World Animal Protection aim to grant wild animals the freedom to live as they deserve. Their endeavors to safeguard animal well-being will play an indispensable role in addressing the climate crisis, public health challenges, and the preservation of natural ecosystems.
What is Collective Fashion Justice?
Collective Fashion Justice is a charitable organization committed to establishing a comprehensive ethical fashion ecosystem, one that places the lives and welfare of individuals, our animal counterparts, and the planet above financial gain.
The organization primarily operates in Australia, the United Kingdom, and the United States. Collective Fashion Justice engage in activities such as exposing injustices within the fashion industry, collaborating with policymakers to advocate for legislative change, partnering with brands to enhance their ethical and sustainable practices, and revolutionizing the way future generations of fashion students are educated about these critical issues.
Additionally, they produce investigative reports and offer educational resources to the public, all aimed at fostering a more conscientious and compassionate fashion industry.
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