Gucci Goes Fur Free, But What Does That Really Mean?

It’s the high-fashion news animal activists never thought they’d hear – Gucci is going completely fur free from SS18. In a surprising move, Gucci CEO Marco Bizzarri announced during his 2017 Kering Talk at the London College of Fashion that the Italian label would remove all fur from future Gucci collections, starting with SS18. The brand are partnering with the Fur Free Alliance to make the change, and hope that their clout in the industry will encourage other brands to follow suit.

As reported on Vogue.co.uk, Marco explained “We’ve been talking about it, Alessandro [Michele] and I, for a few months. Technology is now available that means you don’t need to use fur. The alternatives are luxurious. There is just no need.”

Needless to say, they’re right. Very few people need animal fur as a means of survival, and one of the only reasons people continue to profit from pelts in 2017 is vanity. Faux furs are cheaper, more ethical and much, much cooler – so why are high-fashion brands taking so long to cotton on? Stella McCartney has already proven that fur-free fashion sells, as has Hannah Weiland at Shrimps and the countless faux-fur high-street brands you’ll see tagged all over Instagram; try Urban Code and Jakke as a starting point.

Speaking of Instagram, the move means it’s out with Gucci’s infamous Princetown loafer. The shoe was previously made with kangaroo fur, but since the beginning of 2017 the company has switched to using lamb’s wool instead. Other swap outs will include mink, lamb fur, coyote, raccoon dog, fox, rabbit, Persian lamb and all other species specially bred or caught for fur.

While a fur-free fashion house is a massive step in the right direction, Gucci show no signs of ceasing to use leather, silk or other animal-derived materials in their collections, as evidenced by the swap from kangaroo fur to lamb’s wool in the Princetown loafer. It’s clear that there is a pervasive notion that fur is disgusting but leather is fine, but there’s still a long way to go before brands boycott animal cruelty in its totality.

What are your thought’s on Gucci’s new move? Let me know in the comments below.

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