Milano Fashion Week fur debate: activism, heritage and the youth paradox

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While activists push for elimination, younger consumers rediscover fur


The Milano Fashion Week fur debate intensified during the Fall/Winter 2026 shows, as activists renewed pressure for a complete ban while signs emerged of a generational return to fur.

On Sunday, 1st March, campaigners protested outside the show of Giorgio Armani — despite the fact that the Armani Group adopted a fur-free policy nearly a decade ago. The strategy was symbolic: activists are urging influential brands to pressure Camera Nazionale della Moda Italiana (CNMI) to exclude labels that still use fur. (Source: Fashion Network).

The demonstrations were coordinated under the umbrella of the Coalition to Abolish the Fur Trade (CAFT), with banners reading “Milano Fashion Week Go Fur-Free” and chants directed at departing guests.

An animal rights activist participates in a demonstration at Milan Fashion Week FW26, holding signs that read 'Stop Fur' and 'Say to Fashion Week Stop Fur!' to protest the use of animal fur in the fashion industry.
Activists at Milano Fashion Week

The real target, however, is structural.

Unlike London or New York, Milan has not adopted a full fur-free policy. And, as long as powerful houses continue to defend their use, the issue remains open.

Among them is Fendi, owned by LVMH — a group that continues to invest in fur. Fendi’s historical identity is deeply rooted in fur craftsmanship, making the debate not only ethical but also cultural.

Inside the shows, the message was more nuanced. Newly appointed creative director Maria Grazia Chiuri presented “repurposed” furs — archival pieces reworked rather than newly produced garments.

Reworking fur can be interpreted in different ways.
Is it a transitional gesture?
A pragmatic response to sustainability concerns?
Or a way to preserve the aesthetic legitimacy of fur while softening its image?

One activist described it as potentially “a step forward,” yet warned that LVMH’s continued investment in fur production makes such gestures appear isolated — perhaps even a form of greenwashing.

And here lies the real contradiction.

Milano Fashion Week fur debate: when activism meets market demand


While activism gains visibility, parts of the market — particularly younger consumers — are showing renewed interest in fur garments.

Industry reports highlight a growing demand not only in luxury segments but also within vintage and heritage-driven consumption. The appeal seems less about status and more about narrative: coats reminiscent of mothers and grandmothers, archive silhouettes, timeless materials. (Source: Pambianco).

This is not simply nostalgia — it reflects a measurable shift in consumer interest.

For some young consumers, fur appears as durability, authenticity, longevity — the opposite of fast fashion. The ethical dimension, however, remains unresolved.

The question is no longer only whether fur should be banned.

The deeper question is whether fashion is capable of truly letting go of certain materials — or whether it will continuously reinterpret them under new labels: recycled, repurposed, heritage.

Final thoughts


Although fur farming has been banned in Italy since 2021, imported and repurposed fur remains visible on Milan’s runways, keeping the debate alive. At the European level, further regulatory discussions are underway regarding fur farming. Should legislation eventually restrict production, the debate may shift from moral pressure to structural transformation.

Until then, the Milano Fashion Week fur debate remains suspended between two forces:

  • public ethical activism
  • and a cultural fascination that refuses to disappear

Fur is no longer simply a material.
It has become a symbol of fashion’s difficulty in choosing between memory and change.

The real question may not be whether fur is trending again, but whether heritage, recycling and nostalgia are being used to soften — rather than resolve — an industry that has not fully transformed.

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Identity in focus at Milano Fashion Week FW26.27

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The power of a defined image, between reaffirmations and debuts


Between the reaffirmation of established designers and the uncertainty of high-profile debuts, Milano Fashion Week FW26.27 placed identity squarely in focus. The power of a defined image dominated the narrative, tempered by a distinct sense ofpragmatism.

This is not a brand-by-brand breakdown. It’s an attempt to trace a few key ideas—and what they say about fashion right now.

When provocation becomes the only image


Gucci — the most anticipated debut was, undeniably, ugly. That familiar ugliness Demna carries with him. He essentially replicated the Balenciaga formula for Gucci: the same aesthetic of distortion, cynicism, and provocation. Even when accessing the archive — including references to Tom Ford — the repurposing felt superficial, almost careless. Executed in the cheapest way possible.

If his intention was to hold a mirror up to the contemporary landscape — to reflect the predominance of a gross aesthetic — then he succeeded. The image was brutally coherent.

But beyond that, what was the point?

The brand is experiencing a serious downturn. To reverse direction quickly, you think about what sells. And one thing has always sold, regardless of context: sex. Not refined sensuality, but its most literal and commercial iteration.
Perhaps it’s not even entirely his responsibility. Kering knows exactly what Demna’s vision is. So what did they expect? Is this the strategy? Is provocation the only remaining shortcut? 

When identity is in focus


On the other side of the spectrum, Prada was identitarian in a completely different way. Fifteen models and different versions of womanhood. By removing layers and adapting garments to diverse occasions, the show suggested that identity is not singular, but plural.

Innovative? Perhaps not radically. Layering is not new. But limiting the cast created clarity. And clarity, in today’s visual saturation, feels almost subversive. 
In our work with clients, we see how layering — though common in theory — is rarely mastered in practice. For women who rely on big names to legitimise experimentation, this might offer permission — and confidence.
However, the reminder that wardrobes, like women, can contain multitudes is powerful.

Dolce & Gabbana also returned to identity — their own. Sicily, devotion, sensuality. Their recurring codes, unapologetically reaffirmed. With Madonna in the front row, the message was amplified: heritage, spectacle, recognisability.

At Bottega Veneta, Louise Trotter’s debut was captivating. Brutalism softened by a hidden sensuality, grounded in the observation of Milanese women. Experimental craftsmanship, unexpected fabrics, bold silhouettes. A new direction — intellectual yet tactile. Here, identity was not nostalgia, but the construction of something new.

And then there is Antonio Marras. Marras remains Marras. Wearable poetry. A universe apart within the Milanese landscape. Fragments, intarsia, embroidery, striking red roses. Romantic, but never saccharine. His identity is so solid it does not need to shout. It simply persists.

Final reflections


Reaffirmations or debuts — identity in focus defined the season.

Perhaps this Fall/Winter 26 Milano Fashion Week wasn’t just about creativity.
It was about survival.

In a moment of market contraction and brand fatigue, identity becomes currency. 
The clearer the image, the stronger the grip.

But clarity built on shock is fragile.

The question is not who is louder.
It is who will still feel coherent in five years.

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Milano Fashion Week FW26.27: entertainment or pragmatism?

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Ready-to-wear: analysing what the point of fashion shows today is


Milano Fashion Week FW26.27 has just started, and with it a tension that feels impossible to ignore: entertainment or pragmatism.

For years, the runway has been a stage for spectacle — immersive sets, viral moments, emotional crescendos. But this season opens under a different mood. One that feels more rational. More measured. Perhaps more urgent.

The debut of Maria Grazia Chiuri at Fendi seems to crystallise this dichotomy. (Watch the video here).
A collection precise and controlled. Well-made, wearable garments. No excess. No overt dream. And no attempt to manufacture awe.

To Business of Fashion, she stated:
“I’m not an entertainment designer. It’s not important to create something for one shot, to surprise someone. Otherwise I would do a performance. This is another job.”

And she added:
“We have to be pragmatic. It’s time — it’s really time if we want to move to the future of this industry.”

Her words draw a clear line. Fashion design is not performance art. Surprise is not the goal. Pragmatism is not a compromise — it is a position.

Even trade headlines reflect this shift. Pambianco titled its coverage: “When pragmatism prevails over emotion.” A phrase that reads less like criticism and more like a diagnosis.

Perhaps Chiuri was not appointed to entertain. And if Fendi had been looking for spectacle, they would not have chosen her. This feels deliberate. Which brings us to a larger question: what is the point of a fashion show today?

If the majority of consumers buy mass-market clothing, how many will ever wear garments conceived for the runway? If fashion shows are no longer primarily about dressing bodies, what are they about?

Narrative? Positioning? Investor reassurance? Cultural relevance?

Final thoughts


If Chiuri is right, perhaps the point is viability. Not to create a viral moment. Not to chase wonder for its own sake. But to demonstrate that these clothes can exist in the real world — and sustain a house, a workforce, a business model.

The show becomes less fantasy, more proof of concept. But can a fashion show be matter-of-fact and still matter? Or is pragmatism itself becoming a kind of statement — a deliberate anti-spectacle in a spectacle-saturated world?

If the industry truly stands at a turning point — “it’s time,” as Chiuri says — then perhaps a rational debut is not the absence of vision. Perhaps it is a recalibration.

As the Milano Fashion Week FW26 begins, that tension — entertainment or pragmatism — feels less theoretical and more structural.

But maybe the real question is not whether fashion should entertain or be pragmatic. 

Maybe the question is: what does responsibility look like on a runway today?

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Watching the spectacle, refusing the script

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From the Olympics to Milano Fashion Week, this is our quiet action


Watching the spectacle, refusing the script.

From the discipline of the Olympics to the energy of Milano Fashion Week, we observe the trends, the noise, the spectacle. We keep a close eye on the major events—but then we go our own way.

Interestingly, the Paralympics have begun, yet they barely register in the mainstream conversation. This quieter moment reveals what “inclusivity” truly means—or fails to mean—through the lens of the spotlight.
Sport or fashion; hypocrisy doesn’t change.

Our approach is less about hype and more about substance. We research the brands we admire and receive fabric samples, feeling the texture and weight before committing to a piece. We select what fits our curation, not merely a label. Within our favourite designers’ ranges, we curate with intention. We look for fabrics that possess a specific quality—something tactile and enduring. We look for good design, garments that people can actually wear.

Also, we do appreciate occasion wear. A sculptural piece or a bold silhouette has its place. Yet we like to mix that energy with minimalist staples, creating a wardrobe that feels balanced rather than costume-like.

We truly go our own way because we are watching the spectacle—but we have grown tired of the industry’s hypocrisy. We are fed up with those who critique the fashion system—pointing out its overproduction, its waste, its frantic pace—yet continue to follow the old rules. It’s the equivalent of saying: “We acknowledge this is wrong, but we will keep doing it anyway.”

The gods of fashion will never change the system; they are too comfortable maintaining it. How could they make profit otherwise?

Change doesn’t come from the top. It comes from the small ones. It comes from mindful buyers, thoughtful consumers, and independent brands. And it comes from brave people who prioritise meaning over virality.

It’s up to us. And we are choosing to walk our own way. Watching the spectacle, refusing the script.

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No business fit for the future can ignore modern slavery

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A new global ISO standard seeks to stop businesses from using complexity as an excuse for inaction


The ISO 37200 standard enters the conversation at a critical moment. For all the talk of ethical sourcing in annual reports, the brutal reality is that modern slavery is not shrinking. It is exploding. Reading Susan Taylor Martin’s report for Reuters, we felt a sense of bitter recognition.

Every now and then, we highlight modern slavery, which often appears in the context of fashion but extends far beyond it, as one of today’s most pressing issues.

When leaders speak about preparing their organisations for the future, the conversation often revolves around artificial intelligence, quantum computing, or the race to net zero. Boards scrutinise geopolitical tensions and trade realignments, while businesses re-engineer supply chains for resilience and speed.

Yet, amid this strategic recalibration, one issue demands equal — if not greater — attention: how to ensure that growth does not come at the expense of human dignity.

Modern slavery: a rising issue


Today, an estimated 50 million people worldwide are trapped in forced labour or human trafficking. These abuses are frequently concealed within the intricate webs of global supply chains that underpin everyday commerce. (Source: Reuters).

Even more alarming is the trend. In fact, the number of people living in conditions of modern slavery has risen by 25% over the past decade.

“Shockingly, the number of modern slaves has increased 25% over the last decade.”
— Susan Taylor Martin


This risk extends far beyond distant markets. It is a systemic challenge that affects organisations of every size and sector. As supply chains become increasingly fragmented and opaque, the likelihood of exploitation rises. 

Modern slavery remains one of the most disturbing and complex issues facing global business. This statistic is not just a number. It represents a systemic failure of voluntary corporate oversight — a failure the new global standard hopes to address.

ISO 37200 standard: a new benchmark to stop modern slavery


It is against this backdrop that a new international benchmark — ISO 37200 — has been developed. Dedicated specifically to the prevention, identification and response to human trafficking and forced labour, it represents the first global standard of its kind.

Following public consultation, the standard will be published later this year. Its purpose is clear: to help organisations “prevent, identify, mitigate, remediate and report” modern slavery risks across their operations and supply chains. Crucially, it is designed to complement existing legal and regulatory frameworks rather than add layers of bureaucracy. The aim is not to create additional reporting burdens, but to enable companies to move beyond compliance exercises and “box-ticking” towards meaningful action.

Ahead of its release, leaders would do well to examine their own governance structures. Do clear lines of accountability exist? How deep is their understanding of supply chains — particularly beyond first-tier suppliers? Do robust procedures, staff training, and effective escalation mechanisms support those policies? And most importantly, can organisations respond responsibly and decisively if they uncover exploitation?

It may be tempting to assume that certain industries are more exposed than others. While risks do vary by geography and sector, exploitation can occur anywhere. The underlying principles — sound governance, transparency and ethical conduct — are universal.

The new ISO framework builds upon a British Standard introduced in 2022, reflecting the United Kingdom’s long-standing leadership in responsible business practice. Early adopters of that standard have already demonstrated how embedding worker protection at the heart of operations strengthens credibility and resilience.

By establishing a common language and shared framework, ISO 37200 standard aims to bring global consistency to the fight against modern slavery. No single company or country can address a challenge of this scale alone. Collective action is essential.

Final reflections


We frequently expose modern slavery within the fashion industry. But our attention to the issue began long ago — including the persecution and forced labour of the Uyghur minority in China, linked to supply chains across fashion, technology, automotive, and other sectors.

Our previous investigations into supply chain abuses have shown us that regulation alone is insufficient. This is why the publication of ISO 37200 is not just a policy update. It is a potential lifeline for auditors and compliance officers striving to effect change from within.

As one industry leader observed, consensus-based international standards have the power to accelerate “real, practical change — at scale.” Modern slavery cannot be dismissed as “the price of doing business”, nor can it be considered too complex to tackle. It demands deliberate, coordinated effort.

With the imminent publication of the ISO 37200 standard, the question for leaders is no longer “Do we have a policy?” but “Do we have the courage to look deeper?” 
As we continue to investigate these issues, we will be watching to see which companies adopt this standard — and which continue to look the other way.

Because any organisation that claims to be future-ready must be prepared to say — unequivocally — that it will not tolerate modern slavery.

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