The announcement was made at the 2017 Kering Talk at the London College of Fashion—where Gucci's president and CEO, Marco Bizzari disclosed that the fashion house had signed up to the Fur Free Alliance and will cease the use of animal fur beginning with its Spring/Summer 2018 collection. This move places the Italian label amidst the likes of Stella McCartney, Tommy Hilfiger, Hugo Boss, Ralph Lauren and Armani who all have a stand against using fur.

 

The Fur Free Alliance is a coalition of more than 40 animal protection organisations working to end the exploitation and killing of animals for fur. For better context, the policy covers species specially bred or caught for fur—such as mink, coyote, raccoon dog, fox, rabbit, and karakul—but permits the use of lamb, goat and alpaca.

 

“Being socially responsible is one of Gucci’s core values, and we will continue to strive to do better for the environment and animals. With the help of The Humane Society of the United States and LAV [an Italian animal rights organisation], Gucci is excited to take this next step and hopes it will help inspire innovation and raise awareness, changing the luxury fashion industry for the better,” said Bizarri. In a chat with Business of Fashion, he also claimed that the use of fur is "a little bit out-dated." With a more ethically-conscious demographic to cater for, the radical move may prove rewarding. "Fashion has always been about trends and emotions and anticipating the wishes and desires of consumers. Fashion and modernity go together.”

 

“Gucci’s decision is a game-changing moment in the fashion industry,” said PJ Smith, senior manager of fashion policy for The Humane Society. “We’ll look back at this moment, I predict, and see that this was the turning point when the business world turned away from fur and substituted cruelty-free garments in its place.”

 

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