Gucci pledges to stop using animal fur in its fashion collections

Gucci Fur Loafers

Gucci has now teamed up with the Fur Free Alliance - an global group of organisations that campaigns on animal welfare and promotes alternatives to fur in the fashion industry.

Gucci chief executive Marco Bizzarri said the brand would no longer "use, promote or publicise animal fur", beginning with the menswear collection to be previewed in January and womenswear in February.

Gucci, the leading fashion house, has announced that it is to go fur-free as the material is no longer "modern". All remaining animal fur items in stock will be auctioned off, with the proceeds going to animal rights organisations Humane Society International and LAV.

"Being socially responsible is one of Gucci's core values, and we will continue to strive to do better for the environment and animals", Mr Bizzarri told an event at the London College of Fashion on Wednesday.

Gucci, part of Paris-based luxury group Kering, has paraded models down the catwalk in luxurious fur coats in the past and creative director Alessandro Michele brought in loafers and sling-backs lined with kangaroo-fur two years ago. He also said it will make adjustments to fur items in its Spring Summer 2018 collection, revealed in September.

Kitty Block, president of Humane Society International, celebrated the luxury brand's move as a "compassionate decision". Not only have they taken a stance against animal cruelty in the fashion industry, but they see the change from an economic standpoint as well.

Gucci has sold some of its mink fur coats for over US$40,000.

And since more than 50 million animals are killed for fashion every year, banning the use of animal products in this way is a huge step not only for the fashion house, but for the industry at large.

Joh Vinding, the chairman of Fur Free Alliance, said: "For decades animals in the fur industry has been subjected to intense cruelty, living their entire lives in miserable, filthy cages".

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