Globalization is an objective reality of the modern world. It is impossible to deny the processes of unification, standardization, integration in all spheres of human society taking place in the world. The conditions dictated by globalization actualize the problem of cultural uniqueness and cultural self-determination, including identity. In the context of the active growth of globalization and the penetration of globalization processes into all spheres of human life, cultural identity plays a marker that allows the individual to self-determine within society.
The world is divided into two camps: some think that the production of fur coats is mockery and cruelty to animals; others believe that natural fur is not only beautiful or practical but also environmentally friendly. This issue is directly related to such a concept as identity since each person, although he has his own opinion on this matter, is influenced by globalization and social trends. Paradoxically, with the onset of conscious consumption, the most seemingly unethical material is gaining popularity again. According to Rosenmann (2016), today’s reality is that natural fur has become acceptable and fashionable. Buyers in their twenties no longer find fur coats embarrassing and are not afraid that activists will paint their chinchilla jacket with paint.
Natural fur has many defenders – Karl Lagerfeld, for example. Ramchandani and Coste-Maniere (2017) assert that Chanel and Fendi’s creative director reminds us that the fur industry is a vast number of jobs (over a million), and the production of faux fur is highly damaging to the environment. In addition to ethics, there is also the issue of ecology. Faux fur is polyester made from petroleum refining. This process is extremely toxic. The average faux fur coat from the mass market will poison the atmosphere even at the stage of raw material production, and after the hostess gets tired of it, it will decompose in a landfill for decades, like a plastic bottle.
In turn, Wong et al. (2018) note that animal advocates claim the opposite: in their opinion, many chemicals are used to manufacture natural fur – paints based on cyanide, chromium, and formalin. Moreover, opponents of natural fur talk about the energy transmitted to the owner of the fur – after all, animals often die slowly and suffer before death, and substances that contribute to neurosis enter their blood. Thus, the debate about the abandonment of natural fur by fashion houses has been going on for several decades.
In this case, we see a typical example of how globalization intersects with fur coats’ production. Trends in society dictate standards of behaviour to a person. Thus, starting from primitive times, people wore animal skins. In the Middle Ages, fur products were worn only by nobles and the rich; in the 16th century, fur was one of the most precious materials, and in the 20th century, there was a “fur boom”. But with the development of globalization at the end of the last century, people paid attention to this issue’s ethical aspect. In the 1980s, renouncing cruelty to animals was promoted on television, radio, and at university lectures, books were written, and films were made. This trend, against the backdrop of people’s desire to consciously consume and cause as little harm to nature as possible, continues to this day. Many people’s identity is changing, and what previously seemed to them familiar today appears to be the opposite.
Which of the ethical strategies to follow in this matter is up to you. It is commendable that fashion is becoming more conscious. So far, there is no definite answer which is better. One thing is clear – globalization has affected almost all social processes, including the production of fur coats, and a person’s identity is in a state of change.
Works Cited
Ramchandani, Mukta, and Coste-Maniere, Ivan. “To Fur or not to Fur: Sustainable Production and Consumption Within Animal-Based Luxury and Fashion Products”. Textiles and Clothing Sustainability, edited by Muthu S., Springer, 2017, pp.41-60.
Rosenmann, Amir, et al. “Social Identities in a Globalized World: Challenges and Opportunities for Collective Action”, Perspectives on Psychological Science, vol. 11, no. 2. 2016, pp. 202-221.
Wong, Thomas et al. “Sustainability in the Fur Industry”. Sustainability in Luxury Fashion Business, edited by Lo, Chris K. Y., Ha-Brookshire, Jung, Springer, 2018, pp.133-152.