CEO Marco Bizzarri made the announcement that from Spring/Sumer 2018 the brand will be fur-free, with adjustments being made to the fur items within the collection that was revealed in September. The brand currently sells a wide range of fur items, including a mink coat that is listed on its website for £25,920, however Gucci has pledged that any fur items from collections on sale will be auctioned off with profits going towards animal rights organisations.

This new approach was a decision made between Bizzarri and creative director Alessandro Michele, who discussed the technological advancements that take the need to use animal-fur away. “The alternatives are luxurious. There is just no need,” says Bizzarri, who hopes that other luxury brands will follow suit. Recognising Gucci’s status as a well-known brand, Marco Bizzarri chose to also seek advice from some of the youngest people employed at Gucci, in order to gain a new perspective.

Gucci’s decision has been described as a game-changer, as the brand goes on to join 40 organisations that make up the Fur Free Alliance. “Being socially responsible is one of Gucci’s core values, and we will continue to strive to do better for the environment and animals.” Says Bizzarri, whose bold move, could be seen as showing the fashion world, that the future is fur-free.

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