Burberry has announced that it is going to stop selling fur products and destroying clothes they deem as 'unsaleable'.
The announcement comes after the brand was heavily criticised in July for burning £2.86 million worth of clothes and cosmetics in the past year to 'protect the brand'.
The luxury British label incinerated the equivalent of 81,000 of its signature plaid scarves, and had destroyed more than £90m of products between 2012 and 2017.
In a statement posted on its website, the brand confirmed that it will no longer make products using real fur and that Riccardo Tisci's debut later this month will not contain any fur.
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The brand also added that it would begin to phase it out from existing collections too.
Marco Gobbetti, Burberry's Chief Executive Officer, said: "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."
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The People for the Ethical Treatment of Animals (PETA) foundation told the BBC it welcomed Burberry's decision.
"The few fashion houses refusing to modernise and listen to the overwhelming public opinion against fur are now sticking out like a sore thumb," it said.
"If they 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."
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Celebrities have been criticised in the past for wearing fur as fashion lovers turn to faux fur pieces rather than those made from animal fur.
Last year Lucy Mecklenburgh came under fire for wearing a real fur coat to London Fashion week.
Kim Kardashian was also criticsed when she dressed daughter North in a fur coat and posted a picture to Instagram.
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