Armani is said to have been collaborating with the Fur Free Alliance, a coalition of 40 animal protection organisations in 28 countries, and has committed to fur free collections for its Giorgio Armani, Armani Privé and Emporio Armani brands.

“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”, said Armani.

Despite the recent come back of fur on the catwalks for some luxury designers, Armani is joining an increasing list of retailers and top fashion brands such as Hugo Boss, Calvin Klein, Tommy Hilfiger and Ralph Lauren, which are switching to alternatives.

The new policy at Armani regards fur only; leather will continue to be used on a range of products.