Gucci’s CEO Marco Bizzarri made a huge announcement today when he stated that the designer brand will go completely fur-free. Gucci’s switch to fur-free fashion will begin with their spring collection next year. The brand will also become part of the Fur Free Alliance.

In a statement made by Gucci, the brand claimed that it will not ‘use, promote, or publicize animal fur,’ anymore.

This announcement is surprising considering Gucci’s previous reliance on fur in many of its collections.Speaking with Business of Fashion, Bizzari said ‘Do you think using furs today is still modern? I don’t think it’s still modern and that’s the reason why we decided not to do that. It’s a little bit out-dated.’

It has been speculated that this move away from fur is due to a push for sustainability by Gucci’s parent company, Kering.

Kering owns a number of luxury brands including Yves Saint Laurent and Alexander McQueen. Last year, Kering conducted research into the sustainability of certain materials and found that animal products were far less sustainable than synthetics.

Already major designer brands such as Armani, Hugo Boss, and Calvin Klein have ditched the fur, and given the current social climate, it is likely that others will follow in their footsteps.


Image credit: Gucci