LONDON, 2 DECEMBER 2021 – Today ELLE Magazine announced that it has committed to ending the promotion of animal fur in its pages and online.
The announcement was made today at Business of Fashion’s 2021 VOICES event in London and follows dialogue between ELLE brand owner, Lagardère Group, the Humane Society of the United States, Humane Society International and Creatives4Change.
ELLE created a charter to disallow editorial content that promotes animal fur on its pages, websites and social media. This includes no animal fur in editorials, press images, runway and street style images.
The charter, which is in alignment with the Fur Free Alliance’s definition of fur, also no longer allows the depiction of animal fur in any advertisements on its pages and online.
All ELLE editions around the world signed it, which includes publications in Arabia (English and French editions), Argentina, Australia, Belgium (Flemish and French editions), Brazil, Bulgaria, Canada (English and French editions), China, Croatia, Czech Republic, Denmark, France, Germany, Greece, Hong Kong, Hungary, India, Indonesia, Italy, Ivory Coast, Japan, Kazakhstan, Mexico, Netherlands, Norway, Poland, Romania, Russia, Serbia, Singapore, Slovenia, South Korea, Spain, Sweden, Taiwan, Thailand, Turkey, UK, Ukraine, USA and Vietnam.
For 13 of those editions, the charter is already effective, for 20, it will be effective as of Jan. 1, 2022, and for the remaining editions, it will be effective as of Jan. 1, 2023.
The ELLE network that will be impacted by this announcement includes:
45 editions worldwide
21 million readers per month
6.6 million copies sold per month
175 million total reach
46 websites, 100 million unique visitors, 400 million pages viewed and multiple mobile/tablet apps
According to Constance Benqué, CEO Lagardère News and CEO ELLE International:
“Societal engagement has always been one of the key pillars of the ELLE brand. The world has changed and the end of the use of fur is aligned with the course of history. We hope that, with this commitment, ELLE will open the path for other media to disallow fur promotion, all around the globe, and promote a fur-free future.”
According to Valéria Bessolo LLopiz, SVP and international director of ELLE:
“For many years, ELLE has been engaged towards environment, sustainability and ecology through regular features or special green issues. The presence of animal fur in our pages and on our digital media is no longer in line with our values, nor our readers.
It is time for ELLE to make a statement on this matter, a statement that reflects our attention to the critical issues of protecting and caring for the environment and animals, rejecting animal cruelty. It is also an opportunity for ELLE to increase awareness for animal welfare, bolster the demand for sustainable and innovative alternatives, and foster a more humane fashion industry.”
Alexi Lubomirski, fashion photographer and founder of Creatives for Change, says:
“Since its inception, ELLE magazine has always been a leading light in fashion, synonymous with a freshness, unencumbered by the weight of tradition and formality. Because of this strength, ELLE was said to ‘not so much reflect fashion as decree it.’
It is this creative power to inspire, that allows ELLE to make broad steps in shaping the hearts and minds of its readers for a more evolved and aware future for all.”
PJ Smith, director of fashion policy for the HSUS and HSI, adds:
“We celebrate ELLE for taking a stand against the cruel fur trade and look forward to other fashion magazines following their lead. This announcement will ignite positive change throughout the entire fashion industry and has the potential to save countless animals from a life of suffering and a cruel death.
ELLE’s leadership will also drive innovation for more sustainable and humane alternatives.”
And I mean… More than 100 million animals worldwide are killed for their fur every year, including mink, fox, raccoon dog, chinchilla, rabbit and coyote – that’s the equivalent of three animals dying every second just for their fur.
Every designer who puts fur on the catwalk, every retailer who puts fur on the shelves, and every consumer who hangs fur in their closet helps keep the shameful misery on the fur farms going.
This spiral must stop and fur sales and fur farming must be banned in the EU and worldwide.
In this respect, we welcome the decision of ELLE magazine to no longer support this bloody business with advertising. Fashion designers have always used these luxury magazines as advertising media for their fur articles.
Now one puts an end to that, and we think that’s great.
My best regards to all, Venus