Global fur sales fell to $33 billion last year, down from $40 billion in 2015. Now, Saga Furs, which provides fur for numerous high fashion houses, is turning to influencers like Bryanboy to turn the tide.

After a targeted public protest and behind-the-scenes discussions with activist groups, the luxury group will stop using animal fur from Spring/Summer 2020 onwards.

The accessible luxury behemoth has promised to stop using fur in time for the debut of its Fall 2019 collection, joining brands like Gucci, Burberry and DVF in phasing out the material.

Brands from Gucci to Michael Kors and DVF have recently stopped using fur, calculating that the goodwill generated with younger customers, and a reprieve from social media-amplified protests by animal-rights activists, is worth a few million dollars in lost sales.

Not only is real fur continuing to make a strong showing on the catwalks, but it is also sustainable, argue Mark Oaten and Nancy Daigneault.

Both the brands said they would stop using real fur in their collections, joining a growing list of luxury labels turning their backs on fur.

From auctions to activists, BoF goes inside the $40 billion fur industry’s relationship with fashion.