Fashion house Prada has announced it is to stop using fur from next year.
Joh Vinding, chairman of the Fur Free Alliance (FFA), said: "The Prada group with its brands now joins a growing list of fur-free brands that are responding to consumers' changing attitudes towards animals."
The FFA is a coalition of more than 50 animal protection organisations.
Animal fur will not be used in its designs or new products, but items already made will continue to be sold.
"Focusing on innovative materials will allow the company to explore new boundaries of creative design while meeting the demand for ethical products," said the head of the fashion chain, Miuccia Prada.Skip Twitter post by @Prada Report End of Twitter post by @Prada
The change will take effect in the spring-summer 2020 women's collection and also covers the brands Miu Miu, Church's and Car Shoe.
Last year, British luxury goods maker Burberry announced it would stop using real fur in its products and would phase out existing fur items, while luxury fashion brand Gucci .
Campaigners stepped up their calls for Prada to stop using fur last year, when, according to the Humane Society, Prada was selling jackets made of fox fur and minx fur.
Those items no longer appear to be available on Prada's website, which does list other items which apparently use fox fur as trim on coats.
Brigit Oele, programme manager for Fur Free Alliance, said: "Prada Group was one of the fastest companies to go fur-free once positive dialogue began a little more than a year ago."
Fur farming was banned in the UK in 2000, but it is legal to sell some types of real fur that have been imported, if they are accurately labelled.
However, MPs have called for a ban on sale of real fur to be considered.