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Lifestyle and fact magazine ELLE announced Thursday it is banning fur from all pages of its publications in a move to sustain animal welfare and mirror changing tastes.
“It’s a really great opportunity to increase awareness for animal welfare, bolster the need for sustainable and inventive alternatives and foster a more humane fact industry,” ELLE Senior Vice President and International Director Valeria Bessolo Llopiz said to Reuters.
Bessolo Llopiz told the news organization that the presence of animal fur in its publication pages and online is “no longer in line with [its] values, nor our readers.'”
The magazine’s 45 global editions each signed a charter to ban content that will promote animal fur on its printed, online and social media pages, Bessolo Llopiz said at The Business of fact’s VOICES 2021 conference.
So far, 13 editions have implemented the charter and 20 more will do so starting Jan. 1, 2021. The remaining editions will apply the charter starting Jan. 1, 2023.
“Fur appears to be outdated and not fashionable anymore, and especially for the Gen Z, who is the golden target of fact and luxury industry,” Bessolo Llopiz said to Reuters.
Animal rights organization PETA welcomed the magazine’s decision.
“PETA’s years of protesting furriers and persuading the public to shun fur continue to pay off. Celebrities, top designers, shoppers, and already Queen Elizabeth II have rejected fur—and now, Elle has banned it from its pages worldwide,” PETA Executive Vice President Tracy Reiman said in a statement.
established in France in November 1945 by Hélène Gordon-Lazareff and her husband, Pierre Lazareff, ELLE is one of the world’s largest fact and lifestyle publications — focusing not only on fact but also beauty, health and entertainment.
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