Activism Works! Gucci Announces It Will Go Fur-Free in 2018

This is almost certainly the biggest fashion-related development animal rights activists could have hoped for: Luxury style icon Gucci announced that it’s totally dropping fur, beginning with its Spring/Summer 2018 line.

Gucci is also joining the Fur Free Alliance, an international coalition of animal protection organizations, which work together to end the exploitation and killing of animals for their fur.

As the #47 company on Forbes’ list of Most Valuable Brands in the World, Gucci is a fashion standard-bearer. Where it goes, others soon follow. And that fact makes this announcement incredibly important to the fur-free movement.

Gucci CEO and president Marco Bizzari made the announcement at the 2017 Kering Talk at the London College of Fashion:

Gucci’s not the first fashion mega-brand to stop using animal fur, of course. Calvin Klein, Giorgio Armani, Hugo Boss and Ralph Lauren all made the change some time ago. Gucci’s decision, however, could have major ramifications for the rest of the industry.

That’s because Gucci is owned by the Kering, a luxury fashion conglomerate which also owns big-name fashion companies like Yves Saint Laurent, Alexander McQueen, Balenciaga, Bottega Veneta and Stella McCartney. Kering isn’t going fur-free — yet — but as its flagship company, Gucci brings in more than half its profits — $4.7 billion in 2016 alone.

silver mink in a cage

Silver mink in a cage. Photo credit: Thinkstock

Dropping Fur Because It’s “Not Modern” Anymore

“Do you think using furs today is still modern? I don’t think it’s still modern and that’s the reason why we decided not to do that. It’s a little bit out-dated,” Bizzarri told Business of Fashion. “Creativity can jump in many different directions instead of using furs.”

This probably isn’t primarily an ethically-based decision. Although that would have been nice, it might be even better that business demands prompted the change.

That fact means that Gucci believes more people than not refuse to buy fur or interact with a company that uses it. And that’s something to be excited about — it’s a major victory for the animals.

“I need to do it because [otherwise] the best talent will not come to work for Gucci,” Bizzarri told Business of Fashion. Bizarri is smart enough to know that good designers and much of Gucci’s younger client base now avoid fur. Finally, out the door it goes.

Of course, Bizzarri knows the ethics of this decision are important to many of his customers, too. “Being socially responsible is one of Gucci’s core values, and we will continue to strive to do better for the environment and animals,” Bizarri told the Humane Society of the United States.

fur coats on an outdoor rack

Fur coats on an outdoor rack. Photo credit: Thinkstock

Eight-Year Effort to Convince Gucci to Drop Fur

The Humane Society deserves a lot of the credit for Gucci’s announcement. The organization has been in talks with Gucci about making this change for nearly eight years now. According to HSUS CEO Wayne Pacelle, Gucci was willing to keep the dialog open on this issue all that time, and he gives them credit for doing so. Finally, those talks bore fruit.

“For decades animals in the fur industry have been subjected to intense cruelty, living their entire lives in miserable, filthy cages,” said Joh Vinding, chairman of the Fur Free Alliance. “Gucci’s new fur free policy marks a game-changer for the whole luxury fashion industry to follow. Gucci is taking a bold stand for animals, showing the world that the future of fashion is fur-free.

Credit also goes to you, Care2 readers. Activists like you who demonstrated, signed petitions, wrote letters and made it known that fur in fashion is wrong share in this victory. Keep at it. There are more companies that need to hear this message.

Wearing fur is just downright cruel, and it has no place in modern fashion. After all, we no longer need fur to survive — and we don’t even need it to look good. It looks so much better on the animals to whom it belongs.

Take Action!

Now’s the time to put the pressure on designers still dragging their feet on this issue. If Gucci can make the fur-free switch, everyone can. How about Versace? If you want to join thousands asking Versace to drop fur as Gucci just did, please sign this Care2 petition.

Photo Credit: Clem Onojeghuo/Unsplash

135 comments

joan s
joan silaco29 days ago

TYFS

SEND
Chad A
Chad Aabout a month ago

Nice!

SEND
Cindy M. D
Cindy M. Dabout a month ago

Good Gucci, but you should have done this a long time ago, and you should not been waiting until 2018. I hope Versace moves faster. Petition signed.

SEND
ANA MARIJA R
ANA MARIJA Rabout a month ago

Ok, BUT WHY NOT NOW?
Petition signed & shared. Thank you.

SEND
Saeeda M
Saeeda Mabout a month ago

Unbelievable! Finally. TFS!

SEND
Terri S
Terri Sabout a month ago

Fur never has been and never will be "modern"!!

SEND
Angela K
Angela Kabout a month ago

Great news, of course ...... but let's look at when it is actually implemented. The petition for Versace I have signed & shared !

SEND
Berenice Guedes de Sá
Berenice Guedes de Sáabout a month ago

By the way, who needs them !!!

SEND
Berenice Guedes de Sá
Berenice Guedes de Sáabout a month ago

It is good, but still very distant from now! It shouldn't occured anymore!

SEND
Berenice Guedes de Sá
Berenice Guedes de Sáabout a month ago

They should already stop this awful use a long time ago!!!

SEND