The Armani Group announced this week that it has committed to stop using real animal fur in future collections across all its labels, starting with its Fall 2016 lines.

 Giorgio Armani explained his brand’s pledge in conjunction with the Humane Society and the Fur Free Alliance in a statement via WWD:

“I am pleased to announce that the Armani Group has made a firm commitment to abolish the use of animal fur in its collections. Technological progress made over the years allows us to have valid alternatives at our disposition that render the use of cruel practices unnecessary as regards animals. Pursuing the positive process undertaken long ago, my company is now taking a major step ahead, reflecting our attention to the critical issues of protecting and caring for the environment and animals.”

Other designers like Stella McCartney, Tommy Hilfiger and Calvin Klein have also consciously moved away from using fur, and Hugo Boss made the same pledge last year.

According to the Fur Information Council of America, 70 percent of designers who showed Fall 2016 collections in New York, London, Milan and Paris featured some element of fur.

Giorgio Armani's decision to make his empire a little bit kinder could be big news for the 75 million animals currently on fur farms — and for the animal-loving consumers who want to wear his clothes.

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