French luxury fashion firm Kering has announced that all of its brands, including Gucci, Saint Laurent, Balenciaga, and Alexander McQueen, will no longer use fur after their Fall 2022 collections.

The decision comes four years after Gucci, the company's most famous label, stated that it will no longer use fur. Prada, Burberry, and outerwear specialist Canada Goose, which had come under fire for its use of coyote fur, were among the fashion firms to follow suit.

Fashion labels have increased their attempts to burnish their sustainability credentials with younger, environmentally concerned shoppers in order to cultivate future generations of premium clients.

François-Henri Pinault, Chairman, and CEO of Kering, said that Kering has strived to be a leader in sustainability for many years, guided by a vision of luxury that is inextricably linked to the highest environmental and social principles and standards. The time has arrived to take a giant step forward by eliminating fur from all of their lines. The world has changed, as have their clients, and luxury must adapt accordingly.

The Humane Society stated that the announcement is a significant blow to the diminishing fur trade and puts pressure on the few remaining fashion firms that sell fur to follow suit."