Major brands have pledged to make the future fur-free.

Recently, the British luxury brand Burberry declared that will stop selling products with fur; London Fashion Week has said it is going fur-free; earlier this year John Galliano had pledged the same’ and Jimmy Choo will stop their use of fur by the end of 2018, reports www.racked.com, which often offers a sharp critique of the fashion industry.

Tom Ford, Donatella Versace, DKNY, Furla and Yoox Net-a-Porter have all committed themselves to freedom from fur. Armani went off fur in 2016. Ralph Lauren, Tommy Hilfiger, Stella McCartney and Vivienne Westwood have been fur-free for more than a decade, the website adds.

The animal rights group PETA has been targeting celebrities wearing fur and this may have been a factor pushing the brands’ decision. 

In 1996, the report mentions, PETA had tossed a dead raccoon onto the plate of Vogue editor Anna Wintour. More recently, a PETA supporter had flour-bombed Kim Kardashian on the red carpet.

The reaction of the fur industry has been interesting. International Fur Federation has accused Gucci of wanting to “choke the world with plastic fur” and called Burberry’s announcement a contradiction for its use of plastic.

But old habits die hard, anyway. The fur industry is convinced that there is life beyond PETA.

Though PETA believes young shoppers equate fur with cruelty, apparently millennials are still choosing fur, especially fur trim.