Armani Will Stop Using Fur on the Runway

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Emporio Armani's fall 2016 show

The Armani Group will cease use of animal fur on all products.

The Armani Group is going fur-free, starting with the fall 2016 season.

In an agreement with Fur Free Alliance, the Italian fashion company announced Tuesday that it would stop using animal fur in all its products.

"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," Giorgio Armani said in a statement. "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."

Armani's decision comes after years of being criticized for his use of fur. In 2008, PETA called out the designer for creating baby coats with rabbit fur, and then went as far as setting up coffins that were stamped with the phrase, "Armani: Fur Is Dead" outside the Giorgio Armani store in Taipei the following year.

In addition to the Giorgio Armani brand, the Armani Group's portfolio includes Armani Prive, Emporio Armani, Armani Jeans, Armani Exchange, Armani Junior, EA7, Armani Casa and Armani Beauty.

"Armani’s fur-free announcement makes it clear that designers and consumers can have creative freedom and luxury all without supporting animal cruelty," said Joh Vinding, chairman of Fur Free Alliance. "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."