This high fashion brand is finally ditching fur in 2018

As a firm supporter of the cruelty-free movement, it was a relief to see another designer brand go completely fur-free.

Major fashion house Gucci has (finally) decided to go fur-free in 2018. President and CEO Marco Bizzarri made the announcement during his speech at the 2017 Kering Talk at the London College of Fashion.

“Being socially responsible is one of Gucci’s core values, and we will continue to strive and do better for the environment and animals,” says Bizzarri. The Humane Society of the United States (HSUS) and Lega Anti Vivezione (LAV), both members of the Fur Free Alliance, have partnered with the Italian brand to make the leap possible. LAV manager for free fashion Simon Pavesi said that Gucci’s decision to go fur-free “will radically change the future of fashion.”

In addition to the change, the brand also said that they will sell the remaining accessories and clothing with animal fur in a charity auction.

Fur Free: Gucci joins the #furfreealliance, #lavonlus and @humanesociety announcing the decision to remove animal fur from all collections, beginning from #GucciSS2018. #Gucci already stopped the use of kangaroo fur in its #GucciPrincetown loafer line starting from the beginning of 2017, using lamb’s wool instead. #LCFxKering

A post shared by Gucci (@gucci) on Oct 12, 2017 at 7:13am PDT

“Gucci going fur-free is a huge game-changer. For this powerhouse to end the use of fur because of the cruelty involved will have a huge ripple effect throughout the world of fashion. A staggering one hundred million animals a year still suffer for the fur industry, but that can only be sustained for as long as designers continue to use fur and consumers purchase it. So we commend Gucci’s compassionate decision, and for helping to ensure that the future of fashion is fur-free,” the Humane Society said in a statement.

Other brands who have gone fur-free include Calvin Klein, Yoox Net-A-Porter, Hugo Boss, Stella McCartney, Vivian Westwood, and Giorgio Armani.

The fur industry is worth a staggering $40 billion per year

I remember watching a documentary about animal-cruelty and during the segment for fashion, I saw how mink fur and crocodile leather were made. It’s a brutal process and no matter how some companies claim that they do it in a humane way, the animals still suffer in the end.

You can watch PETA’s 60-second video about the fur industry below (if you have the stomach for it):