Just a few days ago, it was announced that the house of Gucci, has decided to go fur-free, from 2018 and on. Gucci used to use fur a lot in the past, but the new decision is part of the brand’s new 10-year ‘Culture of Purpose’ sustainability plan. The brand also made a commitment to contribute one million euros to UNICEF’s Girls’ Empowerment Initiative. Gucci’s CEO Marco Bizzarri made an official statement about this decision: “Gucci will no longer use, promote or publicize animal fur, beginning with its Spring/Summer 2018 collection. As a commitment and thanks to a long-term partnership with LAV and The Humane Society, Gucci joins the Fur Free Alliance, which focuses on the deprivation and cruelty suffered by fur-bearing animals both in wild trapping and industrial fur farming.”. LAV is an Italian animal rights organization, and these are very good news. All remaining items with real fur on Gucci’s website, will be auctioned off and the proceeds will go towards LAV and The Humane Society. Gucci is not the first house to ban fur from their collections, since Armani, Hugo Boss, Ralph Lauren, Calvin Klein and Tommy Hilfiger, were some of the first to do it before them.