Gucci is the latest label to join the Fur Free Alliance in eliminating animal fur from the spring 2018 collection and onwards.
Marco Bizzarri, president and CEO of Gucci, has announced that the Italian fashion house is going to stop producing fur, according to The Hollywood Reporter.
Gucci's fur-free decision is part of the company's new 10-year "Culture of Purpose" sustainability plan, which also includes the house's commitment to contribute 1 million euros as a founding partner of UNICEF's Girls' Empowerment Initiative.
"Our new 10-year 'Culture of Purpose' sustainability plan has three principal focuses: the environment, humanity and new models," said Bizzarri.
He added that the plan demonstrates the company's "absolute commitment to making sustainability an intrinsic part of our business."
As part of the "Culture of Purpose" plan, Gucci states that it is committed to reducing its environmental impact; dedicated to enhancing the lives of the people who make its products as well as supporting communities; and devoted to applying technical innovation to improve efficiency in its production and logistics.
The announcement comes soon after the brand received the Green Carpet Fashion award for sustainable innovation.
Armani announced in 2016 that it was going fur-free.
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