It's faux fur this time! Kim Kardashian posted a pictured of herself wearing the Red Fox SpiritHood last night
Just last month the charity (People for the Ethical Treatment of Animals) slammed Kim Kardashian for wearing real fur, posting pictures of the star on billboards that featured fox cubs looking for their mothers.
'Have YOU seen our mother, Kim? they asked.
Now though, Kim is back in favour with the charity - at least for now - after she posted a picture of herself wearing a faux fur accessory that PETA recently voted as their Cruelty Free Accessory of the year.
Kim was modelling her new Red Wolf hood, a faux fur animal hat with ears, sold by ethical LA-based company SpiritHoods that have become all the rage with the celebrity set.
Kim is just the latest in a long line of stars to be spotted wearing one of the furry hoods, joining a list of names that includes Justin Bieber, One Direction, Jessie J, Fearne Cotton, Lady Gaga's stylist Nicola Formichetti, Jared Leto, Beth Ditto, Alice Dellal, Henry Holland, Calvin Klein boy Aaron Frew.
Singer Ellie Goulding likes them so much she has bought six. And Adele posted a snap on Twitter just before Christmas of herself with a friend she had gifted with a furry hat.
The £121 handmade garments from SpiritHoods.co.uk ($129.99 on the U.S. website SpiritHoods.com) are a hat, scarf and mittens combined - at the end of the long scarf portion are little furry pockets for the hands.
Fans of the brand say they like the products not only for their aesthetic appeal, but because there is a growing sense of wanting to make better choices when it comes to buying into fashion brands.
Firm SpiritHoods not only use solely fake fur for their products: they have an ethical goal too, giving ten per cent of profits to animal charities.
The company has set up an incentive called Pro Blue, in which every SpiritHood with a Pro Blue logo that is sold will generate money for whichever animal is featured on the hood.
Snow leopards, pandas, polar bears and wolves will all benefit from the project.
Animal magic: Liam from One Direction models his brown bear SpiritHood in a Twitter picture, while Ellie Goulding loves her SpiritHoods so much she has bought six, all featuring different animals
'When you purchase a SpiritHood with the PRO BLUE logo, we donate 10 per cent of net profits to a non-profit organisation dedicated to helping that particular Spirit animal.
'A major goal of ours is to educate people on the importance of helping these animals and empower them to make a difference.'
'It doesn't matter how cool or credible you are, as soon as you try on a SpiritHood, you can't help but smile,' a spokesman for SpiritHoods told MailOnline today.
'They appeal to everyone and more importantly, have a strong pro-wildlife message.
'People are adopting the trend because they make a unique statement and a fun alternative to the scarf, hat and gloves combo.
'They're also really popular at the summer music festivals to so make a good year round product.
'People know they're giving something back to the environment when they buy a SpiritHood so it's a feel good purchase.
'They express your wild side and instantly spark conversation.'
Justin Bieber posted this picture of him trying on his panda SpiritHood on Twitter
Left, Vanessa Hudgens wears her Red Fox, while right, Khloe Kardashian pipped her sister to the post, wearing her faux fur hat back in 2010 while sister Kim was still angering PETA with her fox stoles
Ethical: The PETA-approved SpiritHoods website features its Pro Blue project, which raises money for endangered animals