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Gucci is Eliminating Fur

The Italian brand has joined the Fur Free Alliance in an effort to be more sustainable 

Gucci Spring 2018 / Photo: firstVIEW

Gucci is going fur-free, joining the likes of Armani, Tommy Hilfiger, Ralph Lauren, Calvin Klein, and on the e-commerce front, Yoox Net-a-Porter. The Italian brand known for its more-is-more aesthetic (which, yes, in the past, has often included fur) announced the news yesterday at sustainability talk involving its parent company, Kering. The initiative—part of the Fur Free Alliance coalition—will go into effect from the Spring 2018 season onwards. 

Going fur-free, according to Gucci’s CEO Marco Bizzarri, is just one commitment the company is making as part of its new ten-year sustainability plan. In a philanthropic (and timely, considering the recent onslaught of sexual assault allegations against Harvey Weinstein) move, Gucci will also donate 1 million euros to UNICEF’s Girls’ Empowerment Initiative.

“Together,” Bizzarri said of creative director Alessandro Michele, “by committing to a culture of purpose, taking responsibility and encouraging respect, inclusivity and empowerment, we want to create the necessary conditions for a progressive approach to sustainability.” 

And speaking of progressive, since Michele took the reigns in 2015, the brand has been noticeably more forward-thinking, whether it’s partnering with influencers (or popular Instagram accounts, like @dietprada, which calls out designers for copying), doling out quirky, millennial-targeted campaigns and social media endeavors, and surrounding itself with young creatives like Dakota Johnson, Petra Collins, and Hari Nef. It’s nice to see that Gucci has its finger on the pulse in terms of the environment—and well-being of animals—as well. 

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