Faux fur is in full effect this holiday season with major retailers such as Target and Macy’s, as well as top clothing brands like Banana Republic, selling and using the animal-alternative material. USA Today recently posted an article produced by the Associated Press on its website, detailing the humane clothing option’s rise to prominence among celebrities, fashionistas, and consumers. According to the news source, fake fur technology has improved exponentially in later years so that now it is nearly identical to the real thing, while its affordability has made it a desirable option for holiday shoppers. AP also notes that faux caters to the growing number of conscious consumers who take an interest in animal welfare. “It’s seen as the right and responsible choice as opposed to cheaper value choice,” says consulting firm Kurt Salmon senior manager Alison Levy.