Animal Defenders International


Animal Defenders International

Animal Defenders International reveals this season’s must have ahead of London Fashion Week

Posted: 11 September 2014. Updated: 11 September 2014

As London Fashion Week opens, Animal Defenders International (ADI) is launching what looks set to be this season’s must have for those wanting to put a splash of compassion into fashion. ADI’s new ‘Is that fur real’ card is now available to faux-friendly fashionistas who want to alert designers, retailers and shoppers of the pain behind products featuring real fur. The pocket-sized resource, designed to fit inside a purse or wallet, features a young fox – one of the millions of animals farmed for fur each year.

ADI President, Jan Creamer said, “Fashion should be fun which everyone can enjoy, but designers showcasing fur at London Fashion Week are bringing misery to the catwalk. With fantastic faux alternatives, there is never a need to make animals the victims of fashion. We call on designers to make it fake and for followers of fashion to spread the word and never leave home without ADI’s handy new resource.”

The fur industry has redoubled efforts to allay consciences and hide the hideous suffering of animals farmed for fur by promoting its “ethical” certification schemes. However, conditions are little different for the animals, as revealed by ADI which conducted an investigation of 30 fur farms across Finland, many of which were certified by the Finnish government.

During its investigation, ADI documented widespread animal suffering and neglect, including animals with open and infected wounds and obvious signs of untreated infection; eyes infected or missing; tails that had been bitten off; deformed and damaged legs; overgrowing gum disease making it difficult for them to eat or drink. The cages and facilities were also found to be dilapidated and dangerous.

Around 50 million animals are killed around the world each year for their fur. Most animals will be farmed in factory conditions but others will be trapped in the wild, caught in indiscriminate snares or traps. A whole host of animals are killed for their fur including mink, foxes, rabbits, sables, chinchillas, beavers, lynx, seals, raccoons, coyotes, muskrats, wolves, otters, cats and dogs.

Farming animals for fur has been banned in the UK for over a decade, yet it is still legal to buy and display fur products for sale despite the inherent suffering involved. Farmed animals are denied any expression of natural behaviour and will commonly exhibit abnormal, repetitive behaviours, self mutilation and even cannibalism. They are kept, row after row, in tiny, barren and extremely uncomfortable wire mesh cages. The animals’ welfare is of little concern, as long as their fur remains preserved and intact.

Disgusted by the suffering to which these animals are subjected, many celebrities support ADI‘s campaign and have denounced fur including: Twiggy, Alesha Dixon, Jenni Falconer and Mary McCartney.

’Is that fur real’ cards are available to order by contacting ADI on or 020 7630 3340.

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Fleur Dawes +44 (0)20 7630 3344 or +44 (0)7785 552548


- Pelts of up to 15-20 foxes or 60-80 mink are required to make one fur coat.

- LFW designers using fur include Joseph, Mulberry, Paul Smith, Burberry, Tom Ford, Matthew Williamson and Julian McDonald

ADI fur farm undercover footage

ADI Fur Stop campaign information:

ADI Bloody Harvest fur report:

Animal Defenders International
With offices in London, Los Angeles and Bogota, ADI campaigns across the globe on animals in entertainment, providing technical advice to governments, securing progressive animal protection legislation, drafting regulations and rescuing animals in distress. ADI has a worldwide reputation for providing video and photographic evidence exposing the behind-the-scenes suffering in industry and supporting this evidence with scientific research on captive wildlife and transport. ADI rescues animals all over the world, educates the public on animals and environmental issues.

© Animal Defenders International 2019