Burberry is the latest fashion powerhouse to ban the use of real fur. In an interview with Business of Fashion on the 6th of September, CEO Marco Gobbetti confirmed the British luxury label will no longer use animal fur including rabbit, fox, mink, and raccoon dog fur, as well as angora wool.

Burberry’s new creative director, Riccardo Tisci, welcomed the new fur-free policy on Instagram as a “new era” hashtagging his post #modernluxury.

The British heritage label is trying to get greener ahead of Riccardo Tisci’s debut collection, addressing an increasingly eco-conscious public, by promising to not only stop using fur, but also to stop burning merchandise. Just a few months ago, the brand came under fire when it was revealed that 37 million dollar worth of unsold Burberry products had been burned and destroyed to keep it from entering the market. CEO Marco Gobbetti now vows that the brand will work towards becoming more environmentally conscious:

“Modern luxury means being socially and environmentally responsible. This belief is core to us at Burberry and key to our long-term success. We are committed to applying the same creativity to all parts of Burberry as we do to our products.”

The British fashion icon joins a whole host of major fashion houses, including Gucci, Michael Kors and Versace, that have all vowed to go fur-free in the past 12 months. However, Italian label Prada is still falling behind and is urged to follow in Burberry’s footsteps and ban the use of fur in its designs. To ask Prada to stop using animal fur, a global campaign was launched by the Fur Free Alliance – comprising more than 40 animal protection organisations in 30-plus countries – on the same day that Burberry’s statement came out.

As per Burberry’s newly-instated ban on fur, that goes into effect with Tisci’s debut collection this September 17, the company will phase out all existing fur products. Fashion media, such as VOGUE, heralded the announcement as marking a new fur-free fashion era:

“Moral values and political resonance will be this season’s—and possibly the future’s—biggest trend”