The International Fur Federation (IFF) has unveiled Furmark, a global certification and traceability system that it claims will not only guarantee animal welfare and environmental standards but will also transform” the way fur is processed through its supply chain.

The trade group, which consists of 55 members across 38 countries, developed the program with input from LVMH Moët Hennessy Louis Vuitton, the French conglomerate that operates marquee brands such as Fendi, Givenchy and Louis Vuitton.

The seal appears to be a direct response to the backlash against fur in recent years, especially in the West. A survey published last month by the Vegan Society found that 61 percent of Britons believe the use of fur is cruel, and 33 percent consider it outdated. Another survey conducted by Humane Society International and YouGov in 2020 found that 93 percent of Britons do not wear any fur, and 72 percent support a complete ban on the import and sale of the material in the United Kingdom.

According to IFF, Furmark is poised to change how fur is perceived, open fur up to a new audience and respond to unfounded accusations of those opposed to its use in coats, jackets and trims. Products that receive the Furmark stamp of approval feature a unique alphanumeric code that pulls up information such as fur type, fur origin and manufacturer name and location. To ensure consistent standards, the seal only includes wild or farm-raised fur from leading animal-welfare programs such as WelFur. Fully certified products must also be processed by accredited dressers and dyers who meet the SafeFur standard, which involves third-party testing and covers sustainability, chemical usage, emissions and product safety.