“Gucci going fur-free is a huge game-changer. For this Italian powerhouse to end the use of fur because of the cruelty involved will have a huge ripple effect throughout the world of fashion,” Humane Society International president Kitty Block said in a statement.
“We commend Gucci’s compassionate decision, and for helping to ensure that the future of fashion is fur-free.”
Gucci is not the only brand to forgo the use of fur. In 2016, Italian designer Giorgio Armani announced his brands would end their use of fur, “reflecting our attention to the critical issues of protecting and caring for the environment and animals.” Vivienne Westwood, Calvin Klein and Ralph Lauren are also fur-free.
In recent seasons, many brands have embraced fake fur, with the real deal increasingly seen as unfashionable.
“Real fur is extraordinarily old-fashioned,” Stella McCartney, whose own brand is fully vegetarian, told CNN in 2015. “Even if you’re 20 and you’ve got a real fur coat, you just look like an old, unaware, unconscious being on the planet.
“It’s not relevant, it’s not sexy, it’s not fashionable, and it’s not cool.”