Just when you think the Gucci brand couldn’t get any better, they come out with this. The high-fashion brand are going fur-free as of 2018. From the loud display of animal rights activists at London Fashion Week, let’s hope that in the future, there will only be peaceful fashion shows as there will no longer be this kind of cruelty in the world of fashion.
Do you think it’s modern to use real fur?
Gucci’s CEO Marco Bizzarri stated that the use of fur is no longer ‘modern’ when speaking at the London College of Fashion on Wednesday. Bizzarri went on to say, “Do you think using fur today is still modern? I don’t think it’s still modern, and that’s the reason we decided not to do that. It’s a little bit out-dated.”
Other luxury fashion brands that have also went fur-free include; Hugo Boss, Stella McCartney, Vivienne Westwood and Calvin Klein. Oh, they’re all Coty brands you say? I didn’t even realise. Isn’t it great working with brands that care about animal welfare and the environment?!
“Being socially responsible is one of Gucci’s core values, and we will continue to strive to do better for the environment and animals,” Bizzarri said during his speech. “Today the world is changing so fast, it’s not even an option not to change. We are not perfect, but we are doing our best to improve what we are doing. I need to do it [otherwise] the best talent will not come to work for Gucci.”
Fur looks better on the animal, not on you
As millennials are more concerned about ethical standards, the environment and global warming than our adult predecessors (we’re all doomed, thanks a lot guys) these luxury brands are having to change their ways in order to stay relevant, and do their bit for the environment, of course.
Bizzarri understands that in order to work with the best models, designers and creators, the brand has to take a stand and move forward with what is ethically right. After a lot of campaigns following animal cruelty, for example, #BoycottSeaWorld, Cecil the Lion and the surge in people choosing to follow a vegan lifestyle, there is no longer a market for real fur in designer clothing. The older generation that still see this item as the utmost desirable in luxury may disagree, but many others wouldn’t dare to put animal fur on their backs.
Just look at the success of PETA’s No Fur campaigns that see many of the world’s biggest celebrities stripping down to show they would ‘rather go naked than wear fur’. It was only a matter of time before the fashion world had to take notice and change their actions. Supporters of this campaign include Naomi Campbell, Kate Hudson, Khloe Kardashian and P!nk.
Gucci are quite well known for featuring fur in their clothing, like the very popular fur-lined loafers pictured below (that have been replicated everywhere recently – with fake fur of course) but these will now feature faux-fur and new material innovations.
High-street retailers like Topshop, H&M, River Island and Zara take nothing to do with real fur, and are among the many stores that will not use real fur in their collections. Whether this is to do with their ethics, or target consumer’s salaries, you can decide.
The beginning of the fur-free collection will appear in Gucci’s Spring 2018 collection. Gucci plans to auction off all remaining fur items to raise money for the Humane Society and LAV (an Italian animal rights campaigner).