Italian fashion designer Giorgio Armani says his company will stop using fur as technological progress means there is no longer any justification for such cruelty to animals.
Armani says the decision reflects his brand's attention to "the critical issues of caring for the environment and animals".
The Fur Free Alliance says the announcement is proof "compassion and innovation are the future of fashion."
Armani follows other major labels such as Hugo Boss, Tommy Hilfiger and Calvin Klein, in going fur-free.
