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In December 2018, globally renowned fashion house Chanel announced that the company would stop manufacturing products from the furs and skins of exotic animals such as lizard, snakes, crocodile and stingray, etc. The difficulty in obtaining ethically sourced skins as well as fur, lack of vertical integration in sourcing raw materials, strong opposition from PETA and its affiliates, changing trend among the customers for environment-friendly products, etc, were some of the key reasons behind the responsible move of the company. Chanel was also planning to focus its research and development on leathers and textiles produced from plant-based industries. However, the move had raised many concerns among the conservationists who felt that the ban might affect the conservation efforts of wild animals specifically reared for furs and skins. It would also affect the livelihoods of people who were involved in the rearing of these wild animals. Amidst such apprehensions, would the ban on exotic skins and fur by Chanel mark a strategically responsible move in the global high-end fashion market?