Italian luxury brand Gucci is officially going fur-free, president and CEO Marco Bizzarri announced on Wednesday.
“Being socially responsible is one of Gucci’s core values, and we will continue to strive to do better for the environment and animals,” Bizzari said at a London College of Fashion event.
“With the help of HSUS (Humane Society of the United States) and LAV (an Italian animal rights organization), 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.”
A model wearing Gucci Credit: GIUSEPPE CACACE/AFP/AFP/Getty Images
“Gucci going fur-free is a huge game-changer. For this Italian powerhouse to end the use of fur because of the cruelty involved will have a huge ripple effect throughout the world of fashion,” Humane Society International president Kitty Block said in a statement.
“We commend Gucci’s compassionate decision, and for helping to ensure that the future of fashion is fur-free.”
In recent seasons, many brands have embraced fake fur, with the real deal increasingly seen as unfashionable.
“It’s not relevant, it’s not sexy, it’s not fashionable, and it’s not cool.”