Coach has become the latest brand to say no to fur, Business of Fashion reports. Joining other labels such as Burberry and Gucci, the luxury label has promised that real animal fur will be completely phased out of collections by Fall 2019.

“We understood from our employee population and from our consumers that it was important to them that we take a stand on this issue,” Coach's chief executive Joshua Schulman told BoF. The stance reflects the overall mood in the fashion industry right now, with retailers such as Net-a-Porter also refusing to stock fur.

“We’re doing it because we believe it’s the right thing to do," Schulman clarified. The brand will no longer use mink, coyote, fox, and rabbit — which, to be fair, only ever accounted for 1 percent of Coach's products — but it will continue to use shearling, mohair, and angora.

Do you think all brands should stop using fur? Share your thoughts in the comments.

For a more in-depth dive into fur and fashion, here's how social media is pushing fur out of fashion.