Luxury fashion brand Gucci will go fur-free, from next year, chief executive officer of the company, announced.
Marco Bizzarri, said last Wednesday, during an event at the London College of Fashion that the move was part of a commitment to “sustainability”.
The Italian fashion house, will make the changes of the brand, the spring-summer of 2018 collection and the auction all of its remaining animals fur items.
Activists have hailed the decision as a “major game-changer” in the world of fashion.
The change means Gucci do not use more than mink, coyote, raccoon dog, the fox, the rabbit, and all the other species, specially bred or captured.
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Mr Bizzarri, said: “Being socially responsible is one of Gucci’s core values, and we will continue to try to do better for the environment and the animals.
He said the new approach was due in part to creative director of Gucci, Alessandro Michele, who has been appointed in 2015.
“In the choice of a new creative director I wanted to find someone who shared a conviction of the importance of the same values. I have the feeling that immediately meet Alexander for the first time,” Mr Bizzarri said.
Gucci remaining animals from the fur items will be sold at auction, with the proceeds going to animal rights organizations Humane Society International, and LAV.
Kitty Block, president of the humane Society International, has received the trademark “compassionate decision.”
“Gucci by going fur-free is a huge game-changer,” he said.
“For this power plant at the end of the use of fur because of the cruelty involved will have a huge ripple effect throughout the world of fashion.”
Gucci become a part of the Fur Free Alliance, an international group of organisations that campaigns on animal welfare and promoting alternatives to fur in the fashion industry.
Joh Vinding, the alliance’s president, said: “Gucci is to take a bold stand for animals, showing the world that the future of fashion is fur-free.”
Gucci’s decision follows that of his Italian fashion rival Armani, who announced last year that he would not feature fur in its collections.
Fur farming was banned in the UK in 2000.