Apparel management company- Global Brands Group (GBG) that owns Aquatalia and licenses more than a dozen other brands has decided to ditch fur for the animals.

The Hong Kong based fashion group will no longer source fur for Aquatalia, its own luxury brand or any of the other brands it licenses, including Calvin Klein, Kenneth Cole, Ellen Tracy, Juicy Couture, Frye, Spyder, Tahari, Jones New York, Sean John, Goats, Dakine, Katy Perry, Karen Millen, Taryn Rose, and AllSaints.

PETA, the group that just retired its decade long “Rather Go Naked Than Wear Fur,” campaign applauded the fashion conglomerate for “its compassionate and business-savvy decision to ban fur”.

Peta Director Elisa Allen said that GBG’s decision shows that “the future of fashion is vegan.”

“PETA urges all retailers to meet the rising demand for luxurious, cruelty-free alternatives or be left in the dust by ethical shoppers, who simply don’t want animals to be abused and killed for coats, collars, or cuffs,” she added in a press release.

GBG previously banned using ostrich skin and feathers in 2016 and ditched angora wool in 2017.

Eco-conscious brands

Global Brands Group has joined numerous  other fashion labels that have gone fur free in recent years including Gucci, Burberry, the Karl Lagerfeld Brand, Prada, and Chanel.

Last December, the Karl Lagerfeld fashion label finally bowed down to  unrelenting pressure from PETA to announce that it would not include fur in its future designs.

At the time, the animal group’s director Allen said in a statement: “Ethical shoppers simply don’t want animals to be abused and killed for coats, collars, or cuffs, and these fur bans are proof that the fashion industry is changing to meet the rising demand for luxurious, animal-friendly alternatives.”

Macy’s Inc, the largest U.S. department store with 900 stores in 44 states also went on record stating that the fashion store chain would discontinue all fur items at its departmental outlets – Macy’s and Bloomingdale’s – as well as at its off-price stores, including Macy’s Backstage and Bloomingdale’s The Outlet by the end of 2020.

Along with fashion labels, loads of celebrities, fashion icons and members of royalty have ditched fur to express their solidarity with animals.

Queen Elizabeth II, the 93-year-old monarch became the first member of the royal family to publicly shun fur. Last November, Angela Kelly, Her Majesty’s personal advisor and dresser for 25 years declared that the Queen had ditched fur garments and would only use faux fur in the future.

• Read: 10 reasons why nobody should ever wear fur

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