This morning, Milanese fashion powerhouse Giorgio Armani announced that he will be halting the use of animal fur in his designs. The new rule, which will come into effect from his label’s AW16’s collection onwards, will be rolled out across his portfolio of other brands which includes Emporio Armani, Armani Jeans and Armani Exchange.

“I am pleased to announce that the Armani Group has made a firm commitment to abolish the use of animal fur in its collections,” says the designer. “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.”

The designer’s move has been praised by animal protection charities, including the Humane Society International whose UK executive director Claire Bass described it as “probably the most powerful message yet that killing animals for their fur is never fashionable.”

It is understood that Armani has been working with the Humane Society International, as well as The Fur Free Alliance (a coalition of 40 animal protection organisations in 28 countries).

In halting his use of fur, the designer follows in the footsteps of Hugo Boss, which agreed to do so in July of last year. While fashion’s use of the material has long been a subject of controversy, it seems that more and more brands – including Calvin Klein, Tommy Hilfiger and Ralph Lauren – are stopping.

That said, last year it was reported that the fur trade is worth more than $40 billion (£24 billion) with brands such as Fendi continuing to see the material as a staple within its designs.