For years, fur was considered fashion’s ultimate faux pas. Luxury brands distanced themselves from it, cities and countries imposed bans, and even faux fur was sometimes met with skepticism. But this season, fur—or at least the look of it—is back in a big way.

Major houses, including Gucci, Prada, Fendi, and Simone Rocha, featured fur in their Fall/Winter 2025 collections, sparking a renewed debate that many thought had already been settled. Is fashion quietly reversing its stance, or is something bigger at play?

Younger generations and the right to choose

Both millennials and Gen Z have championed ethical fashion, but when it comes to fur, opinions are deeply divided. Some reject it entirely, while others argue that fur—especially if recycled or secondhand—shouldn’t be off-limits.

Mark Oaten, CEO of the International Fur Federation, believes part of fur’s return is due to younger consumers pushing back against restrictions on personal choice.

"It's not as if Prada or Gucci are about to make a grand statement saying they've reconsidered and they're going back to fur," Oaten said. "But it does seem that there is this younger generation who don't like to be told what they can and cannot wear."

The sentiment echoes a broader cultural shift—one that challenges rigid “woke” consumption rules and prioritizes individual choice over industry mandates.

In a post by fashion publication "The Business of Fashion" discussing how fur seems to be making a comeback, the debate in the comments was intense.

"I would never buy ‘new’ fur, but there is an abundance of old fur in the resale market. If cared for, it lasts forever. Brands should consider repurposing vintage fur instead of banning it outright," one commenter suggested.

This aligns with the growing circular fashion movement, in which millennials and Gen Z favor secondhand and upcycled garments over mass-produced fast fashion.

Ethics vs. sustainability: Which matters more?

The fur debate today isn’t just about animal rights—it’s also about sustainability. While animal welfare advocates argue that fur farming is cruel, others claim that faux fur is just as problematic due to its reliance on plastics and petroleum.

"Fur farms require massive amounts of water, land, and food, and they produce toxic runoff that damages local ecosystems," one user commented.

But others pointed out that plastic-based faux fur also has major environmental consequences.

"Faux fur is a petroleum product... It sheds microplastics, pollutes waterways, and contributes to fashion waste. Vintage real fur is significantly more sustainable than plastic-based alternatives," another commenter argued.

Sustainability experts highlight bio-based and recycled faux furs as a middle ground. Brands like ECOPEL have developed KOBA faux fur, which is made from 100% plant-based materials derived from corn waste.