The British Fashion Council (BFC) has recently made a groundbreaking announcement, solidifying that the upcoming London Fashion Week in September will mark a significant milestone as it embraces a completely fur-free stance. This notable decision positions London Fashion Week as the trailblazer among the major global fashion weeks, leading the charge in prioritizing ethical and sustainable practices.

This pivotal move by the council was not arbitrary; rather, it followed a comprehensive survey directed at designers. The resounding response, according to the esteemed Caroline Rush, Chief Executive of the BFC, was a unanimous “no” when asked about their intentions regarding the use of fur in their runway presentations. In a candid discussion with The Guardian, Rush shed light on the industry’s evolving landscape, emphasizing a discernible trend over recent years as more brands veer towards alternative materials, distancing themselves from traditional fur.

Burberry, an iconic name in the fashion realm, has recently joined this ethical trajectory, publicly declaring its complete abandonment of fur in designs. This decision comes after extensive dialogues with the renowned animal rights organization, Humane Society International (HSI). Marco Gobbetti, Burberry’s Chief Executive, conveyed a powerful message by stating, “Modern luxury means being socially and environmentally responsible,” underscoring the industry’s shifting paradigm towards sustainability.

The list of brands aligning with this compassionate fashion ethos is growing. Gucci, Versace, Belstaff, and DKNY are among the illustrious names that have chosen to bid farewell to fur over the past few months. Notably, even Fendi, synonymous with a deep appreciation for fur, made a noteworthy pivot by opting for faux fur at a Paris Haute Couture event in July. A spokesperson for the International animal rights organization PETA weighed in on this faux-fur revolution, asserting that, “If [brands] want to stay relevant in a changing industry, they have no choice but to stop using fur stolen from animals for their coats, collars, and cuffs.”

Beyond the industry dynamics, the BFC’s decision is a response to not only the mounting pressure from brands and animal rights groups but also from influential figures in the public eye. In a compelling gesture, musician Paloma Faith recently addressed the organization on behalf of PETA, asserting that, “The BFC shouldn’t be endorsing a material whose production is deemed so cruel that it is outlawed in the UK.” Faith emphasized the availability of cutting-edge, eco-friendly faux furs in today’s market, advocating for a future where there is no justification for killing animals for their fur.

Caroline Rush, however, left the door open for further transformation, refraining from confirming if all future London Fashion Weeks would be fur-free. She underscored that such decisions ultimately rest with the designers themselves. Nevertheless, Rush emphasized the BFC’s commitment to championing the rights of both people and animals, encouraging designers to make ethical choices as they shape the future of fashion.