On Wednesday, the renowned Italian fashion house has officially decided to refrain from fur usage and strictly adhere to its new plan of action, the "Culture of Purpose" sustainability plan. The project is underpinned by three pillars - environment (where fur is obtained),  humanity (focuses on welfare trough multiracial inclusion) and a company platform or incubator utilitarian for business innovation.

Image courtesy Dezeen

Along with Hugo Boss, Armani, and YOOX Net-A-Porter, Gucci will become part of the Fur Free Alliance, an international body made up of over 40 organisations that endorse the importance of animal welfare particularly in the fashion industry. Ironically, the luxury brand will still be using lamb, goat, and alpaca. CEO Marco Bizzarri and creative director Alessandro Michele declare that the major change will take effect with its Spring 2018 collection.

By: Franz Tabora