The Armani Group has announced that it will stop using animal fur in its products starting with the  fall/winter 2016 collections.

Armani Fall 2011

During the years, Armani fashion house has been criticized by animal rights activists for its use of animal fur. And now the brand has decided to reach an agreement with The Humane Society of the U.S. and the Fur Free Alliance, which control animal protection organizations.

“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”, – Giorgio Armani declared in his statement.

Armani is not the only fashion house that revised its views. The Italian brand joins Hugo Boss, Calvin Klein, Tommy Hilfiger and Ralph Lauren in switching to synthetic alternatives.