Marco Bizzarri, CEO and president of the Italy-based fashion house said that Gucci will go “fur-free” from next year.
In a complete shift of strategy, fashion bellwether Gucci said that it would no longer use animal fur, starting with its spring summer 2018 collection.
Marco Bizzarri, CEO and president of the Italy-based fashion house said that Gucci will go “fur-free” from next year. The announcement was made during the 2017 Kering Talk at The London College of Fashion, the Financial Times reported.
The decision was made by the company's creative director Alessandro Michele, who was appointed in 2015.
Gucci said it would no longer use mink, coyote, raccoon dog, fox, rabbit or any other species which is bred or caught. It would be auctioning its remaining fur stocks.
The company’s shoppers are mostly aged 18-34, popularly termed as ‘millennials’ and are deeply concerned about sustainability and animal welfare, Gucci said.
Fur products are worth about 10 million pounds annually in revenues to Gucci and hence, the financial impact will be limited.
The move was applauded by Organizations like Humane International Society (HSI), The Humane Society of the United States (HSAS), and LAV-members of the Fur Free Alliance (FFA) and a coalition of more than 40 animal protection organizations working together to end fur trade.
Gucci, a part of the Paris-based Kering conglomerate, will now join the Fur Free Alliance — an alliance which protests against usage of animal products and promotes fur-free alternatives in the fashion industry.
Other high-profile fashion brands have long shunned fur, including Kenning-owned Stella MacCartney. Italy's Giorgio Armani committed against the usage of fur last year, while Clavin Klein made the decision in 1994.“Gucci’s decision will radically change the future of fashion. As fashion becomes more and more ethical, supply chains that revolve around animals will be a thing of the past,” Simone Pavesi, manager of animal-free fashion at Italian campaign group LAV said in a statement.