Earlier today, Milanese fashion designer Giorgio Armani announced that he will stop using animal fur across all of his designs.

"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," he said. "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."

This promise will go into effect starting with his label's forthcoming AW16 and will eventually also include Emporio Armani, Armani Exchange and Armani Jeans. The move also comes on the heels of his recent work with the Humane Society and The Fur Free Alliance, which comes after years of on-and-off appeals from prominent animal rights groups à la PETA.

"Armani provides leadership in an industry that has fallen behind others when it comes to animal welfare," the Humane Society of the US said in a follow-up statement. "[We] call on all designers who close their eyes to the cruelty behind fur in the name of creative freedom and luxury to follow Armani and embrace innovative alternatives."

[h/t WWD]

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