Years of lobbying by animal rights activists keeps paying off. On Tuesday, the Italian designer Giorgio Armani announced that the fashion house will drop animal fur for good starting with the Autumn/Winter 2016 collection.

“I am pleased to announce that the Armani Group has made a firm commitment to abolish the use of animal fur in its collections,” Giorgio Armani said in a statement. “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.”

The decision to go fur-free comes in conjunction with Humane Society International. Claire Bass, executive director of Humane Society International/United Kingdom, said: “Armani is the first word in luxury fashion, and so it is hugely significant for the global fashion industry that Armani has pledged to remove animal fur from all his new collections going forward.”

Armani joins Hugo Boss, Calvin Klein, Tommy Hilfiger and Ralph Lauren who have already turned to faux fur.

More info: armani.com (h/t: thedodo)

Image credits: Armani / Human Society International / Getty

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