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After many decades of pressure from PETA and other animal rights organizations Karl Lagerfeld finally goes fur free.

The Karl Lagerfeld brand joins many other retailers in banning fur including the most recent ones like Macy’s, Bloomingdales, Chanel, Burberry, Gucci, Michael Kors, and Versace.

PETA announced the victory on Wednesday and wrote a blog post detailing their long and storied history with Karl Lagerfeld over the decades. Lagerfeld passed away last February and this change was very likely never going to happen with him still helming the company.

AM Retail Group (which operates Wilsons Leather, Karl Lagerfeld Paris, and other brands) and its parent company, G-III Apparel Group (whose brands include Andrew Marc), have also banned the material according to PETA.

PETA’s senior director Anne Brainard said in a statement:

“PETA applauds these companies for their compassionate and business savvy decisions, which show that fur is out and kindness is in. These fur bans are proof that the fashion industry is changing to meet the rising demand for luxury cruelty free alternatives.”

As the fashion industry catches on to new consumer demands revolving around cruelty free products they are also bowing to new state laws they must contend with. California was the first U.S. state to ban not only the sale but the manufacturing of new fur products with similar legislation coming up for a vote in New York state and bills being drafted around the country it’s a good bet the future of fashion is fur free.

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