The world's leading online luxury fashion retailer, Net-a-Porter, just announced the company's new fur-free policy.

Symbolising their commitment to environmental sustainability, the brand will decommission fur products across all of their sites including Net-a-Porter, The Outnet, Yoox and Mr Porter.

A statement release by the online retailer's parent group Yoox Net-a-Porter Group (YNAP) said the move is a "further development highlighting the Group's commitment to managing environmental impact responsibly."

Matteo James Moroni, the head of sustainability at YNAP, said, "We have a strong sense of responsibility and recognize the importance of making a positive contribution to society."

PETA's UK Director Elisa Allen endorsed the policy, commenting, "Many designers and stores - including Net-A-Porter, Selfridges, and Liberty - have dropped fur in favour of sustainable vegan materials that look like the 'real thing' without harming animals."

"Most stylish women would never feel chic wearing a coat or sporting an accessory made with the skin of an animal who likely spent his or her short, miserable life inside a wire cage before being electrocuted or strangled."

"YNAP's decision to ditch fur cements its place in the fashion industry, now and into the future," Allen added.

The decision follows a trend of high end designers making the decision to go fur free. Last year, Armani announced that the brand was eliminating fur from its designs. The designer joins the ranks of fur-free designers which also includes Hugo Boss, Stella McCartney, Calvin Klein, Ralph Lauren and Tommy Hilfiger.

One of the most vocal designers on the issue of fur, Stella McCartney has created a textile which very closely resembles fur called "Fur Free Fur", proving that cruelty-free practices don't mean you have to compromise on your style.

YNAP's decision is undoubtedly an influential one that is likely to encourage more designers and stores to follow suit. You can almost hear the cries of joy from PETA representatives as the fashion world takes one more step towards an ethically sourced future.

Luxury powerhouse Net-a-Porter makes a massive move