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This is a win for PETA.

After years of lobbying from various animal rights activist groups, The Armani Group has agreed to stop using fur in all their products beginning with the Fall/Winter 2016 collection.

Armani released a statement Tuesday commenting that new technologies, “render the use of cruel practices unnecessary as regards animals.”

They are joining the coalition to end animal cruelty in fashion with brands like Hugo Boss, Ralph Lauren, Tommy Hilfiger, and Calvin Klein, all who have opted for synthetic fur within their lines.

Many animal rights activist groups and individuals, including PETA, have made strong demands on the fashion industry and celebrities to stop using fur. Even going as far to ruin their garments at public appearances with paint and/or powder, as happened to Kim Kardashian in 2012.

Humane Society International lauded Armani’s pledge as one of the most powerful messages that “killing animals for their fur is never fashionable,” adding that designers continuing to use fur, “are looking increasingly isolated.”

They will move to faux fur beginning with their Fall/Winter 2016 collection.

Beauties, what do you think about designers who use fur? Take our poll, we want your opinion!


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With Armani, Fur Is No Longer In Fashion  was originally published on hellobeautiful.com