Modna kuća Giorgio Armani poduezela je ozbiljne mjere za zaštitu životinja, naime, odlučili su da više neće koristiti pravo krzno u svojim kolekcijama, usljed tehnološkog napretka više nema nikakvog opravdanja za brutalnost nad životinjama.
Iz udruženja Humane Society International (HSI) izjavili su kako je to vrlo važna i jaka poruka od strane Giorgio Armani kuće, jer je riječ o prvoj luksuznoj modnoj kući koja se odlučila na taj korak. Istu odluku već su donijele i kuće Tommy Hilfiger, Calvin Klein i Stella McCartney,
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