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?
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.
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.
Another factor fueling the debate is fashion’s constant cycle of trends and consumption. Some argue that whether it’s real fur or faux, the real problem is consumerism itself.
"This is a great example of the constant need to buy new things. If you care about sustainability, just buy secondhand," one comment read.
Others pointed out the hypocrisy of criticizing fur while ignoring fast fashion’s environmental toll.
"Are you opposed to buying a new winter jacket every couple of years from a fast fashion brand that uses sweatshops? Sustainability isn’t just about fur—it’s about leather, factory farming, and fast fashion, too."
Despite its runway resurgence, fur’s future in fashion remains uncertain.
Many brands, including Stella McCartney, House of Fluff, and ECOPEL, continue to push for plastic-free, bio-based alternatives, while governments worldwide tighten regulations on fur farming and sales.
Industry data suggests that the fur trade is still in rapid decline, with fur farm numbers dropping by 85% since 2014. Countries like Romania have banned fur production, while California, Massachusetts, and several European cities have outlawed fur sales.
While millennials and Gen Z continue to shape the future of ethical fashion, the fur debate remains as complex as ever.
Perhaps the most telling comment of all?
"The good news is, everyone is allowed to wear what they want."