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Article by Adrienne Suhm

Early last month, designer Giorgio Armani surprised the fashion community with a groundbreaking announcement: to make a stand against animal cruelty, his world renowned collections will no longer contain any fur products. Armani’s numerous labels including Giorgio Armani, Emporio Armani, AJ Armani Jeans and Armani Casa will all be fur free beginning with the Autumn/Winter 2016 collection.

“Technological progress made over the years allows us to have valid alternatives at our disposal that render the use of cruel practices unnecessary as regards animals,” said Armani in a public statement.

A number of other designer labels have recently committed to using synthetic alternatives to fur, including Hugo Boss, Calvin Klein, Tommy Hilfiger, and Ralph Lauren. Animal rights organizations frequently criticize fashion brands for their questionable treatment of animals, leading many companies to eliminate the use of real fur altogether.

The Armani Group is working in agreement with the Fur Free Alliance, an international coalition of forty animal protection organizations dedicated to the defense of animals commonly used for fur products in fashion. “Armani’s fur-free announcement makes it clear that designers and consumers can have creative freedom and luxury all without supporting animal cruelty. Mr. Armani has been a trendsetter in the fashion world for decades and this latest announcement is proof that compassion and innovation are the future of fashion,” said Joh Vinding, Chairman of the Fur Free Alliance. Based on the precedent set by the Armani Group and others, a completely fur-free future may be within reach.