Gucci Goes Fur Free, Looking to Change Luxury Sector

Gucci Goes Fur Free, Looking to Change Luxury Sector

The new decision by Gucci comes after fellow Italian brand Armani announced in 2016 that it would no longer feature fur in its collections.

Marco Bizzarri, president and CEO of Gucci, has announced that the Italian fashion house is going to stop producing fur, according to The Hollywood Reporter.

PJ Smith, senior manager of fashion policy for the HSUS, said: "Gucci's decision is a game-changing moment in the fashion industry. With the help of Humane Society International and LAV, 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".

After many years of discussion with the Humane Society of the United States, Gucci is going fur-free.

Gucci has agreed that beginning with its spring summer 2018 collection, the fashion house will no longer use real animal fur in any of its designs.

Anti-fur campaigners say the move by these high-profile brands is a "huge game changer" in the fashion world.

At present, Gucci sells several fur-involved items, including a $30,000 mink coat and a $13,500 lamb fur coat.

The HSUS and LAV said they will continue to support Gucci in identifying and reducing its impact on animals and the environment.

Apparently young people may have had something to do with Bizzarri's decisions to have Gucci go fur-free, since he claims to have recently "asked around 150 young people across the world to tell me three things wrong with Gucci". Products, like Gucci's fur-lined loafers, will be replaced with products made of faux-fur, wool, and new fabrics.

"The writing was on the wall: Today's shoppers don't want to wear the skins of animals who were caged, then electrocuted or bludgeoned to death".

He added that the plan demonstrates the company's "absolute commitment to making sustainability an intrinsic part of our business".

In addition, the fashion house also confirmed that it is to donate 1 million euros as a founding partner of Unicef's Girls Empowerment Initiative to fund teenage education and health drives.

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