Italy’s Gucci will stop using fur in its designs from next year, joining a growing number of fashion houses looking at alternatives after coming under pressure from animal rights activists and changing consumer tastes.
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.
But the brand said it would now join an alliance of fur-free companies, adding it would sell off remaining accessories and clothing made with animal fur in a charity auction.
Chief executive Marco Bizzarri said the brand would drop fur starting from its spring and summer 2018 collection.
Gucci has enjoyed a revival under Michele, whose flamboyant, colourful designs have fuelled sales over the past two years.
Animal rights campaigners said they hoped the move by the Italian fashion house could have a knock-on effect, although it is far from the first label to stop using fur.
“Gucci’s decision will radically change the future of fashion,” Simone Pavesi, manager of animal-free fashion at Italian campaign group LAV. “As fashion becomes more and more ethical, supply chains that revolve around animals will be a thing of the past.”