Liam Gallagher’s Pretty Green label: Fur-fashion craze finally reaching an end?

Whether fur is an acceptable fashion statement or not has been an ongoing debate through centuries. Yes, fur makes an outfit look chic and classy, but what’s the difference between fur and real fur? Is there really a need to kill an animal in the name of fashion? In this sense, the fashion population becomes split. When the animal rights activists see Anna Wintour strutting down the street in a fur coat, they feel the need to throw paint at her, whereas the other 50% of the population admire her statement. However, we have reached a stage in fashion history where real fur is being viewed as shameful. With designers such as Ralph Lauren, Stella McCartney and Vivienne Westwood writing off fur, it appears that no fur is the new trend as the substitutes are much more modish; there is no need to harm the innocent animal! This brings us to the legendary music master and his collection, Mr Liam Gallagher. 

Liam Gallagher’s Pretty Green label was famously founded in 2009 and is the stance of innovation within the fashion industry. What makes this cool collection so inspirational is the fact that it is fur-free. Do we smell success? In an e-mail sent to the PETA (Protection for the Ethical Treatment of Animals), the chief of this mean, green label stated that the company has a no-fur label. The brand label the faux-fur trim on the garments in order to make sure us fashionistas are satisfied with the fantastic ethical standards of the brand. 

The “Beady-Eye” rocker’s label has requested to join the animal rights organisation’s list of fur-free fashion brands, meaning the brand hopes to become an advocate of banning fur from fashion. The PETA’s senior programme manager, Yvonne Taylor, states: “We are delighted to add Liam to the list of truly talented visionaries and trendsetters who are able to design stylish, fashionable and popular clothing without the use of fur,” and, “Only the truly arrogant can ignore the suffering of minks who go mad from being confined to small cages, and foxes who chew off their own limbs to escape painful steel-jaw traps”. We don’t disagree with her there. Every day, thousands of animals are brutally attacked and murdered in order for us to “look good”, but who wants to look good when they know an animal has died in the name of style?

These blameless, feeble animals spend their lives in abuse. They live a life in cramped conditions and unhygienic cages, which eventually leads them to a horrific death of being beaten, or even gassed. Around two million cats and dogs are skinned in China, for example, every year, and some of these animals are conscious during this ordeal. The reality is painful and we all need to advocate the harm these animals are put through. Just like humans, animals also have feelings. They have eyes, they have ears and they know their fate.

Sasha Hilton
Photos: Courtesy of Pretty Green