Fashion brand Michael Kors Holdings Limited announced last week that it will eliminate animal fur from its collections by the end of 2018. “I am pleased to announce our company’s commitment to no longer use animal fur in our Michael Kors and Jimmy Choo collections,” Michael Kors CEO John D. Idol said. “This decision marks a new chapter as our company continues to evolve its use of innovative materials.” Several animal-rights organizations—including The Humane Society of the United States and People for the Ethical Treatment of Animals—pressured the company to remove fur from its brands for more than a decade. “Due to technological advances in fabrications,” designer Michael Kors said, “we now have the ability to create a luxe aesthetic using non-animal fur. We will showcase these new techniques in our upcoming runway show in February.” Michael Kors joins a growing list of fashion brands—including Gucci, Armani, and BCBG—that have vowed to remove fur from their lines.