The fashion landscape is witnessing an unexpected revival of fur, capturing the attention of celebrities and emerging designers alike. From traditional vintage pieces to sophisticated faux fur alternatives, the trend invites both excitement and critical examination regarding animal welfare and environmental sustainability.

Fur on the Runway

Major fashion houses, including Tory Burch, Simone Rocha, Fendi, and Miu Miu, showcased an extensive use of fur in their Autumn/Winter 2025-26 collections. Celebrities like Hailey Bieber, Taylor Swift, and Rihanna mirrored this trend by sporting faux and vintage fur coats at the beginning of the year.

This resurgence seems surprising, especially considering the uproar surrounding real fur in the past. In 2017, Gucci’s decision to abandon fur sparked a trend that saw numerous designers follow suit, a move applauded by animal rights advocates. However, the replacement of natural fur with synthetic alternatives derived from fossil fuels presents a new challenge, raising questions about sustainability.

The Complexity of Faux Fur

The evolution of faux fur has been significant, shifting from colorful, inexpensive options that lacked resemblance to real fur to sophisticated alternatives that can be virtually indistinguishable from genuine animal fibers. Experts like Natascha Radclyffe-Thomas underscore the necessity of this shift, noting that “reviving historical looks for contemporary wear is a natural part of the fashion cycle.”

Notably, Eshita Kabra-Davies, founder of the fashion rental service By Rotation, explains that high-quality faux fur has greater longevity, contributing to reduced waste through resale or rental opportunities.

Changing Consumer Preferences

With the rise of sustainable fashion, many vintage shops, such as One Scoop Store, report a dramatic shift toward faux fur sales, motivated by evolving consumer tastes. Owner Holly Watkins notes that real fur is only sold if it is a remarkable vintage piece, highlighting a growing preference for faux options among younger generations.

Market insights from Madison Avenue Furs reveal that college students are actively purchasing vintage fur, reflecting a cultural acceptance of repurposing older garments. Cowit, the store owner, states, “The vintage furs against the new furs was a concern for many of the younger buyers, and – ethically – they were comfortable with vintage.”

Ethical Considerations and Alternatives

Despite changing preferences, animal rights activists contest the ethical implications of vintage fur. Emma Håkansson, founder of Collective Fashion Justice, argues that vintage fur still embodies a disregard for animal rights, asserting, “Regardless of when the damage was done, vintage fur remains clothing made from the skin of a needlessly killed and caged animal.”

In response to the demand for humane alternatives, innovative materials like Savian—a 100% plant-based fur created from nettle, flax, and hemp—are being introduced. This product, recently launched by Stella McCartney, signifies a shift toward sustainable practices in the fashion industry.

The Future of Fur in Fashion

Fashion labels appear divided in their approach, with some embracing new materials while others continue to support traditional fur markets. As both new fur alternatives and vintage pieces gain traction, the conversation about sustainability and animal rights continues to evolve. The industry, balancing aesthetics with ethics, reflects broader societal values regarding fashion consumption.