More than 120 fashion brands in China have now made a public commitment to go fur free through the Fur Free Retailer (FFR) programme.

The milestone reflects more than a decade of work in a country that remains central to the global fur industry. China remains the largest producer and consumer of animal fur products, making progress towards a fur free fashion industry particularly important.

ACTAsia has represented the Fur Free Retailer programme in China since 2012 and has played a central role in building this growing network. Through direct engagement with designers and retailers, fashion events and its Fur Free and Sustainable Fashion Festival, ACTAsia has helped bring the fur free conversation into China’s fashion industry.

The Fur Free Retailer programme provides brands with a clear, public commitment to stop using, selling and promoting real fur. Companies that join are included on an internationally recognised list of furfree retailers, alongside nearly 1,700 brands worldwide.

The brands that have joined in China range from independent designers to established names. ICICLE pledged to go fur free in 2019, while Les Enfants became the first maternity and childrenswear brand in China to make the commitment. TUYUE has also embraced fur free design as part of its brand identity.

More recently, global brand Ed Hardy announced in 2024, in collaboration with ACTAsia, that it would no longer use, sell or promote animal fur.

Each new commitment adds to a growing international movement away from fur. Public fur free policies also give consumers greater clarity and help demonstrate to the wider fashion industry that cruelty-free alternatives are increasingly becoming the norm.

With the Fur Free Retailer programme continuing to grow internationally and more than 120 brands now committed in China, the movement towards a fur free future is gaining ground even in a country that is increasingly a key market for the cruel fur trade.