Animals and activists everywhere have good reason to celebrate today: Armani just announced plans to go entirely fur-free, starting with the fall 2016 season.
The label made an agreement with The Humane Society of the United States and the Fur Free Alliance that should spare many animals, considering designer Giorgio Armani frequently used fur in his designs.
Armani has been a constant target of PETA's over the years. In 2012, nude protestors lied in caskets that read "Armani: Fur Is Dead" outside the designer's show. PETA also came after the fashion house when it used rabbit's fur to make outfits for babies, despite previously swearing off fur.
However, Armani now says that he really is done with fur for good, and believes that the alternatives are advanced enough, and there's no longer a reason to continue to use real fur. Here's his statement:
"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 via a press release. "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."