The devil may wear Prada, but he’s going to have to look elsewhere for fur soon.

The Italian fashion powerhouse announced that it will stop using fur for its collections. The ban on fur will come into effect in September of 2019, so the Spring and Summer women’s collections will be free of fur. Any items that have already been made will continue to be sold, regardless of fur content.

This move by Prada comes with the help of Fur Free Alliance, an international coalition which will collaborate with Prada to phase out fur and fight animal cruelty. “The Prada Group is committed to innovation and social responsibility, and our fur-free policy is an extension of that engagement. Focusing on innovative materials will allow the company to explore new boundaries of creative design, while meeting the demand for ethical products,” said Muiccia Prada, Artistic Director at the fashion house.

Several other brands have made the decision to go fur-free during the last few years. This follows a trend in changing consumer attitudes towards animal welfare, and Prada has just joined Chanel, Gucci, Versace, and Burberry. London fashion week also made a commitment to be fur-free, making it the first of the major fashion weeks to join the fight against fur. It should be noted that the shift from fur is not going to be perfect, of course. Synthetic faux fur is now in the spotlight over environmental concerns.

The relationship between fashion and environmental/animal welfare activism has long been contentious. It would currently appear that consumers will continue to drive the fight against fur in fashion forward.