By Brianne Hogan / Source: Ecorazzi

After years of eschewing faux fur, Stella McCartney unveiled fake fur coats at her fashion show in Paris this week.

The lifelong vegetarian and avid animal activist, who recently launched an eco-collection, has used synthetic leather in past collections but never faux fur.

That all changed Monday morning at the launch of her latest collection wherein which her father, veggie royalty, Paul McCartney, and Kanye West, watched models strut down the runway wearing long-haired synthetic coats, hand-embroidered with geometric patterns. The coats will be sold with a specially made — and visible — label proudly proclaiming ‘Fur Free Fur’.

“Modern fake fur looks so much like real fur, that the moment it leaves the atelier no one can tell it’s not the real thing. And I’ve struggled with that,” the designer told The Guardian. “But I’ve been speaking to younger women about it recently and they don’t even want real fur. So I feel like maybe things have moved on, and it’s time, and we can do fabrics which look like fur, if we take them somewhere else.”

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