Renowned fashion magazine “Elle” has become the first major publisher to say no to fur, ending the promotion of animal products in both editorial and advertising content

A senior exec at the publication says the company is supporting animal welfare and reflecting a shift in tastes globally.

Teaming up with Humane Society and Creatives-4-Change, the magazine’s 45 global editions have signed a charter to make the reform process official.

Thirteen of the 47 have already implemented the changes, with a further 20 following suit in 2022 and the remainder by the end of 2023.

This follows a long-standing campaign by animal fur industry advocates who argue such a pledge is counter-intuitive, because synthetic fur is made with plastics that harm the environment.

But Elle’s international director says “Gen Z wants fashion to be responsible, ethical and innovative, and that’s what’s happening”.