Naomi Campbell in a Coat From Armani’s FW14 Collection For Madame Figaro Magazine.

Veteran designer Giorgio Armani has announced that he will stop using fur across all of his lines. The Milan designer is one of the first few leaders of a major luxury house to speak out against the use of fur.

“I am pleased to announce that the Armani Group has made a firm commitment to abolish the use of animal fur in its collections,” Armani said 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.”

Over the years, Armani has been on the receiving end of criticism from animal rights groups such as PETA, but the brand has turned a new leaf as of late, through recent work with the Humane Society and The Fur Free Alliance.

The luxury label also hopes that the move will inspire its peers to abandon fur. The Fall/Winter 2016 collection will be Armani’s first fur-free set of looks, with Emporio Armani, Armani Exchange and Armani Jeans following suit.