Giorgio Armani has revealed its intention to go fur free.

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The Italian fashion brand confirmed to Vogue Magazine that it will no longer use fur on any of their collection effective from their Autumn/Winter 2016.

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

"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." Armani revealed to Vogue in an exclusive statement.

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Do you think the luxury brand will survive without the piece synonymous with the rich and famous?