Note: This article has been updated with a statement from The Armani Group.
Another brand has gone fur-free. The Humane Society of the United States's President and CEO Wayne Pacelle announced on Tuesday that the designer has decided to cease using fur in all Armani Group brands in partnership with The Fur Free Alliance starting this fall. Armani confirmed the news, following in the footsteps of Hugo Boss, which made a similar commitment in July.
"I am pleased to announce that the Armani Group has made a firm commitment to abolish the use of animal fur in its collections," said the designer in a statement. "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 Armani Group, which celebrated the 40th anniversary of Armani's label in May, includes the brands Giorgio Armani, Armani Collezioni, Emporio Armani, AJ Armani Jeans, A/X Armani Exchange, Armani Junior and Armani Casa. He also designs the Armani Privé couture collection, which is a celebrity favorite during awards seasons.
Armani sparked the ire of People for the Ethical Treatment of Animals (PETA) in 2009 after promising to stop using fur completely in an interview before an Armani Privé show, according to the LA Times. Subsequent collections still included real fur and PETA called upon celebrities to boycott the designer on the red carpet. Since 2013, fur has made a major comeback both on and off the runways, but faux styles have been embraced by customers for both ethical and financial implications.