Australian womenswear designer Ellery has announced it will cease the use of fur in future designs.
In addition it will pull all garments made from fur from its retail and online stores.
It follows a campaign launched by People for the Ethical Treatment of Animals (PETA) to lobby the designer to stop using fur in its collections after it unveiled fox fur in a recent collection.
The campaign saw 60,000 people submit complaints to Ellery.
The label now joins the likes of David Jones, Camilla Franks and Ginger & Smart who have committed to operate as a 100% fur-free business.
PETA Australia associate director of campaigns Ashley Fruno has applauded Ellery for its decision.
"Today's kind shoppers want nothing to do with an industry that confines animals to cramped cages, violently beats them, and tears their skin off. "By banning fur from future collections, Ellery has done the right thing for animals and consumers."