Living with compassion for all isn’t just good for animals and your health—it’s also good for business. Cruelty-free products are hotter than ever, and more animal-friendly companies are popping up every day as a result.
For the latest installment of our PETA Prime series about compassionate CEOs, we spoke with Claudia Pievani, whose vegan fashion brand, Miomojo, is proving that cruelty-free beauty can and will save the world, one handbag at a time. Based in Bergamo, Italy, just outside Milan, the company uses only animal-free and sustainable materials in its designs, such as non-PVC vegan leather, polyester made from recycled plastic water bottles, and Earth-friendly linen and hemp.
What made you become an advocate for animals?
From a very early age, I’ve had a deep affinity for animals, and when I made the decision to start my own cruelty-free, vegan fashion brand, I wanted to ensure that it would be a meaningful outlet for me to help animals in need. I was particularly moved by the plight of moon bears in Asia who are cruelly exploited for their bile, and through helping with their rescue and rehabilitation efforts and connecting with other animal advocates, I’ve come to understand the great power of conscious consumerism. I’ve since expanded Miomojo’s support to several other deserving charities and am grateful to do what I love while helping make the world a better, kinder place for all living beings.
Why do you think it’s important to provide vegan versions of products?
I think it’s an unfortunate misconception that we need to harm animals for the sake of looking fashionable. There are many beautiful textiles (both natural and synthetic) that serve the same purpose and are much less harmful to animals and the planet. We want our fashion to communicate something about us. Shouldn’t that message be one of compassion, peace, and nonviolence?
Which of your products are you most excited to share with your friends?
We just launched a new upscale line of bags called La Sofisticata in a rich indigo blue color that we think is well suited for the stylish, conscious woman. Previously, we’ve focused on more casual looks, so we’re quite excited to provide a product that can be trendy and versatile. We’ve listened to the requests of our loyal customers and are pleased to incorporate our first wallet, which was a wish expressed by many of them.
What do you think will be the most exciting cruelty-free fashion trend next year?
All products will be made of eco-leather recycled from food waste.
How do you share your compassion for animals with those who aren’t so animal-friendly?
Producing products that are both fashionable and animal-friendly can help extend the message of compassion to people who might otherwise not be receptive. When the bag or garment is well designed and thoughtfully crafted, people can’t help but take notice, and perhaps as they enjoy the product, their minds will ultimately awaken to the idea that fashion and compassion aren’t mutually exclusive but, in fact, go hand in hand.
Any advice for someone wanting to start a cruelty-free business?
Do your research, know your audience, and produce something innovative that you would want to buy yourself. And most importantly, recognize that it won’t always be an easy path—but few things in life that are worthwhile are. Stay strong, and persevere. If you’re firm in your convictions and steadfast in your commitment, success will follow.
Miomojo supports PETA via a PETA Business Friends partnership. Get your very own Miomojo handbag today by visiting www.miomojo.com and selecting PETA as the benefiting charity at checkout.
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Check back next month for another inspiring interview with a compassionate CEO who is making a difference!
