Major Italian fashion brand Dolce & Gabbana announced that it will stop using animal fur in its products. In a statement released Monday, the firm said it will transition to eco-friendly faux fur options.

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“Dolce & Gabbana is working toward a more sustainable future that can’t contemplate the use of animal fur,” Fedele Usai, Dolce & Gabbana communications and marketing officer, said in a statement.

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The brand now joins other leading fashion houses that have abandoned the use of animal fur. Following pressure from animal rights groups, luxury fashion brands such as Armani, Gucci, Prada and Moncler, among others, have stopped using animal fur and skin in their products.

Campaigns by the Fur Free Alliance, a network of animal rights groups from across the world, have helped influence brands to abandon animal fur in fashion. The groups have pressured fashion brands to lead by example and act more humanely. Although it has taken time, many brands have responded positively. Others still resist the move.

According to PJ Smith of the Human Society of the United States and the Humane Society International, “Ending the use of fur creates a higher standard for what is acceptable in fashion.”

Animal rights campaigners have targeted leading brands in hopes that they can inspire change globally. Policies have boosted the move away from animal-based fashion products. Currently, over 20 countries have banned the farming of animal fur. Italy just banned it this year, a move that may have influenced the country’s fashion houses.

“The entire fashion system has a significant social responsibility role that must be promoted and encouraged,” Usai added. Dolce & Gabbana’s decision to nix fur was welcomed by PETA. The organization described the decision as “compassionate and business-savvy.” As Chanel, Burberry and Prada also move away from fur, Dolce & Gabbana’s recent announcement signals a major change in the fashion industry.

Via HuffPost

Lead image via Pixabay