Italian accessories brand Furla will abolish the use of animal fur in all its collections from the end of this year.
Starting with the Cruise 2019 season, which will be in-store from November 2018, all Furla products will be made using fake fur.
Furla said the decision comes as it shows an “increasing sensitivity” towards animal welfare.
Furla believes ‘eco fur’ has made significant advances in recent years rendering the use of real animal fur “pointless”.
Alberto Camerlengo, chief executive of the Furla Group, said: “Over the course of the last year, Furla has seen an exponential growth on an international level.
“The decision to progressively ban the use of animal fur from the collections is a project that confirms the brand’s growing interest in the environment, with a special attention to animals, a sensitive theme for Furla.
“Moreover, this decision responds to an increasing demand of ethical products from a consumer, who is increasingly aware and attentive to these issues”.
The use of real fur is a contentious topic in the UK and execs from Boohoo, House of Fraser and Missguided recently had to face a select committee about the mislabelling of real fur as fake.
The retailers outlined to MPs the measures they have been taking to investigate the mislabelling and how they were acting to halt the contamination of the supply chain.