Over the past few months, fashion’s fur-free movement gained renewed momentum: The Humane Society of the United States (HSUS), for example, started working with Gucci to end its use of fur, and other companies such as online luxury retailer YOOX Net-a-Porter as well as VF Corp., which owns The North Face, joined the quest towards a fur-free fashion future.

Many fashion houses are increasingly looking to incorporate ethical and sustainable practices, and new technologies allow faux fur to have the same appeal as the real thing.

On Friday, Michael Kors announced that he too is going fur-free. Michael Kors Holdings Limited, which is parent to Michael Kors as well as Jimmy Choo brands, said that it would no longer use animal fur in its product, a decision that will go fully in effect by the end of next year.

“Due to technological advances in fabrications, we now have the ability to create a luxe aesthetic using non-animal fur,” Kors said. “We will showcase these new techniques in our upcoming runway show in February

Chairman and CEO John D. Idol added, “I am pleased to announce our company’s commitment to no longer use animal fur in our Michael Kors and Jimmy Choo collections. This decision marks a new chapter as our company continues to evolve its use of innovative materials.”

The HSUS applauded the news. “Forward-looking companies such as Michael Kors recognize that they can work with other fabrics and products and disconnect their enterprises from a trade in animal fur that comes with high costs for animals,” said Wayne Pacelle, President and CEO of The HSUS.

Kors joins a growing number of American designer brands to go fur-free, including Ralph Lauren, Tommy Hilfiger, and Calvin Klein.

“Today’s consumers want fashionable, luxurious clothing and accessories that also align with their social values,” PJ Smith, The HSUS’s senior manager of fashion policy, added. “Michael Kors’s fur-free move makes it a leader in that regard.”