Luxury fashion brand Gucci has pledged to go fur-free starting next year, according to the company’s chief executive, BBC reports.
CEO Marco Bizzarri announced the shift during a London College of Fashion event, saying the decision was motivated by a commitment to “sustainability.”
The Italian fashion house promised the switch will take effect in the brand’s spring-summer 2018 collection, and between now and then, the company will auction off all remaining fur items.
The change means Gucci will no longer use mink, coyote, raccoon dog, fox, rabbit and all others species specially bred or caught.
Animal rights groups hailed the change, but leaders of the fur industry questioned the move.
“Being socially responsible is one of Gucci’s core values, and we will continue to strive to do better for the environment and animals,” said Bizzari.
He said the new approach was in part thanks to Gucci’s creative director, Alessandro Michele, who was appointed in 2015.