Meanwhile, the 68th edition of the London Fashion Week is underway, and this year's event is the first to claim that NO FUR will be used on its official catwalks and presentations. What brought this about? And what do the designers think? Our reporter Kang Yubin reports.

CAROLINE RUSH CHIEF EXECUTIVE OF BRITISH FASHION COUNCIL "We are going to ask you to think about Positive Fashion, think about positive change. You have seen that this is the first time that designers will show you on catwalks and presentations for selected to be fur free.

The British Fashion Council made this official announcement at the gala opening, based on a survey conducted with all designers who were to participate in the London Fashion Week earlier this month.

CAROLINE RUSH CHIEF EXECUTIVE OF BRITISH FASHION COUNCIL "While actually (this is) something we have been tracking over a few years. Even last season we saw designers while showing on the catwalk and doing presentations with 96% fur free. And the survey we did pre Fashion week this time shows that for the first time 100% businesses have confirmed that they won't be showing any fur on the catwalk and doing presentations on official schedule at London Fashion Week."

STEPHANIE PHAIR CHAIRMAN OF BRITISH FASHION COUNCIL "Well I believe that designers have chosen for fur free is really to do with consumer sentiment. There is a cultural shift. There is a move towards more ethically produced clothing. Designers are responding to what customers are looking for."

Begum Berdan and her mother are Turkish designers. They set up their design house in London one year ago and this is their first time at the London Fashion Week. The material they use is mainly natural fiber, like cotton and denim. They say they neither use real fur nor fake fur in their collections, considering that fake fur would cause pollution.

BEGUM BERDAN COSTUME DESIGNER "We think that it is better to use—I know that for example, they have material, leather material made from pineapple. If you use eco-leather or eco-fur, it will be better."

As Begum says, if designers choose not to use fur, then the alternative doesn't have to be fake fur. It is really a time to think about textiles and materials for the future.

REBECCA MYERS DIRECTOR OF BLACK PR LONDON "Obviously, there are still a demand for real fur, for foul and for real leather products. But I think the market is changing. There is a big demand for ethically sourced and non-fur and no animal products. I think there is so many amazing foul. And obviously, with leather products, this is actually made from pineapple skins. The fabric still feels very showy and very durable, like real leather. But there are obviously so many different options now, for different skins which is amazing."

The fur-free action is part of the British Fashion Council's Positive Fashion initiative, which as they put it, aims "to celebrate industry best practice and encourage future business decisions to create further positive change". It is just a beginning and hopefully might bring real positive change.