The latest brand to go fur-free: Versace. In an interview with Vogue’s Luke Leitch, Versace creative director Donatella Versace announced that she will no longer use real animal fur in any of her designs for the brand. “Fur? I’m out of that,” she said. “I don’t want to kill animals to make fashion. It doesn’t feel right.” 

According to a statement from PETA on Wednesday, the animal rights’ group is praising the Italian design brand for its decision. PETA Senior Vice President Dan Mathews says, “PETA led runway disruptions, protests, and a 2006 ad blitz at a time when Versace was synonymous with fur, so this news is most welcome. Donatella’s realization that it’s wrong to bludgeon and electrocute animals for fur is a major turning point in the campaign for compassionate fashion, and PETA looks forward to seeing a leather-free Versace next.”

Versace joins the likes of Gucci, Armani, HUGO BOSS, Yoox Net-a-Porter (which shunned fur from its entire platform last year), and Stella McCartney, among others, in swearing off fur, which is finding them friends amongst animal rights groups and consumers, alike. As Mark Glover, Director of Respect for Animals, a United Kingdom-based animal rights organization, concurs, told TFL last year: “Businesses, and in particular, fashion companies are waking up to the increased consumer awareness about where the products they buy are coming from as well as to their own responsibilities to the environment and the people and animals we share the planet with.”

He continued on to note: “As people become aware of the horrors of the fur trade, they are increasingly turning their backs on real fur and those who profit from its sale.”