The British Fashion Council (BFC) has announced that this September’s London Fashion Week, which takes place September 20 to 23, will not have any animal fur on the runway. The decision came in the face of an industry-wide consultation by the council: “Following a survey conducted with all London Fashion Week designers on the official catwalk and presentation schedule, no animal fur will be used at London Fashion Week September 2018.”

The announcement revealed that as society becomes more environmentally and socially conscious, so do the ethics of the fashion world. The council said it was a combination of industry and audience that helped them eventually come to conclusion: “Cultural change based on ideas and choices made by designer businesses, international brands as well as consumer sentiment”

Yesterday Burberry also made a similar announcement, saying “there will be no real fur in Riccardo Tisci’s debut collection for Burberry later this month, and we will phase out existing real fur products.”

It came on the same day as the singer Paloma Faith, wrote an open letter to the council asking for the end of the animal fur being used as part of the British leg of fashion’s autumn showcase.  Sent on behalf of People of the Ethical Treatment of Animals (PETA), the call to action laid out all the alternatives currently available on the market: “With the vast number of cutting-edge, eco-friendly faux furs available on the market today, I’m sure you’ll agree that there’s no longer any excuse for killing animals for their fur.”

Britain made fur farming illegal nearly two decades ago, but the idea of the BFC banning fur during London Fashion Week only gained moment in recent years.

Earlier this week, Stella McCartney announced a new line of sustainable and vegan fur, also addressing the wider ethical issues the industry faces, trickling right down to every part of the supply chain. In a statement on their website Stella McCartney were keen to point out that as a modern brand, they need to take a closer look at their products and process,  to ensure they can safely rest on their laurels: “The journey to fur-free fashion does come with challenges. We work with a few select mills that produce our materials in an environmentally sound way. We are conscious that the product itself is non-biodegradable, made from either acrylic, polyester, wool or mohair. We therefore encourage customers to care for their items and be responsible with their garments, never throwing them away. Luxury does not mean landfill—it means forever.”