Italy’s premier fashion brand Gucci will continue to innovate fashion trends, without the use of fur. The fashion house announced the decision on Thursday as part of a growing momentum for fashion houses to look at alternative products after coming under pressure from animal rights activists and changing consumer tastes.
Gucci said it would now join an alliance of fur-free companies. It will become a part of Fur Free Alliance, an international group of more than 40 organizations which campaigns on animal welfare and promotes alternatives to fur in the fashion industry.
It also stated that all remaining accessories and clothing made of animal fur will be sold off in a charity auction.
Gucci’s chief executive, Marco Bizzarri said that the brand would drop fur starting from its spring and summer 2018 collection and that its new approach had been agreed on with director Michele.
Among other labels who have stopped using fur, Yoox Net-A-Porter — a multi-brand online luxury retailer, adopted a fur-free policy on accessories and clothing sold on the site.
Last year, Italy’s Giorgio Armani committed to stop using fur, saying technological progress meant there was no longer any justification for cruelty to animals, while US brand Calvin Klein took the plunge in 1994.
Over the last couple of years, anti-fur protesters have been seen demonstrating outside catwalk shows at fashion weeks around the world to call for an end to animal cruelty. This has gained worldwide attention as more and more number of luxury buyers from the younger generations are sensitized to environmental issues.
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