# Luxury Fashion Wool Bans Valentino Becomes First Luxury Brand to Ban Alpaca Fleece By Grace Mahas | Published 2020-08-13 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/alpaca-fleece References: [livekindly.co](https://www.livekindly.co/valentino-first-luxury-brand-ban-alpaca-fleece/) & [peta.org](https://www.peta.org/media/news-releases/first-ever-alpaca-wool-expose-workers-tie-up-stretch-out-and-cut-animals-making-them-vomit/) As cruelty-free becomes more prevalent with many consumers, especially thanks to social media's ability to showcase the tragic realities of many animals' lives, Vanetino is setting itself apart as the first luxury brand to ban alpaca fleece. This follows an undercover investigation by [PETA](https://www.trendhunter.com/trends/renault-interiors) which showcased the horrific treatment of the animals. “PETA’s investigation pulled back the curtain on violent shearing that leaves alpacas bleeding and crying out,” says PETA Executive Vice President Tracy Reiman. “We urge all retailers to protect these vulnerable animals by banning alpaca wool and are calling on consumers to leave these cruelly produced items on the rack." In addition, [Uniqlo](https://www.trendhunter.com/trends/uniqlo-5) and [H&M](https://www.trendhunter.com/trends/hm-2) brands area also banning the use of the material. Image Credit: Shutterstock ## Trend Insights (Trend Hunter) - Score: 4.2/10 - Popularity: 52% | Activity: 66% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) ## Key Themes ### Key Themes Behind This Trend - **Cruelty-free Fashion:** The trend towards cruelty-free fashion is increasingly important for luxury brands to consider, as consumers become more aware and demand ethical fashion choices. - **Sustainable Fashion:** As the fashion industry continues to adapt to growing environmental concerns, luxury brands have an opportunity to lead in the adoption of sustainable practices and materials. - **Transparency in Fashion:** As consumers demand more transparency from the fashion industry, brands that actively share their production processes and ethical practices can set themselves apart and build trust with their audience. ### Where This Applies - **Luxury Fashion:** Luxury fashion brands have an opportunity to lead the industry in ethical and sustainable practices, setting a new standard for conscientious consumption. - **Fast Fashion:** Fast fashion brands have an opportunity to adapt and compete with the growing demand for ethical and cruelty-free fashion, paving the way for a more sustainable industry overall. - **Apparel Retail:** As consumer demand for ethical fashion practices rises, apparel retailers who proactively choose to carry only cruelty-free materials can attract a new set of conscious consumers looking to make more ethical shopping choices. ## Related on Trend Hunter - [Camel Hair-Made Sustainable Materials](https://www.trendhunter.com/trends/cameluxe.md) - [Alpaca Wool Fleece Sweaters](https://www.trendhunter.com/trends/pakacloud-fleece.md) - [Textured Alpaca Outerwear](https://www.trendhunter.com/trends/boucl-alpaca-dropped-shoulder-aviator-jacket.md) - [Animal-Free Material Purses](https://www.trendhunter.com/trends/gucci-horsebit-1955-bag.md) - [Ethical Merino Wool Clothing](https://www.trendhunter.com/trends/knit-kite-jacket.md) - [Plant-Based Fur Luxury Bags](https://www.trendhunter.com/trends/biofluff.md) - [Hyper-Realistic Faux Fur Collections](https://www.trendhunter.com/trends/ducies-fw25-collection.md) - [Elevated Essential Knitwear](https://www.trendhunter.com/trends/ravella.md) - [Lab-Grown Fibre Scarves](https://www.trendhunter.com/trends/burberry-b-shield-scarf.md)