Has fur transitioned from once being a status symbol into a badge of shame in today's society? Seventy percent of designer fashion collections used animal fur in 2016 (Oaten, 2016). However, the over 40-billion-dollar global fur industry (George-Parkin, 2018) has been under tremendous scrutiny, especially over the past few years for its inhumane practices. Thus, making fur one of fashion's most controversial materials.With an increased preference towards and heightened purchase intention for eco-friendly products (Sharma et al., 2020), there has been a dramatic shift in luxury brands and retailers taking an anti-fur stance to become cruelty-free. Specifically, luxury brands such as Burberry have banned animal fur in recent years to appeal to millennials (Chua, 2018). This large cohort represent approximately 50% of the luxury market by 2025 and are concerned about the environment (42%) and animal treatment (26%) (Danziger, 2019). Furthermore, millennials are the luxury markets'