Luxury label Gucci finally pledges to go fur-free by 2018

Gucci has pledged to go cruelty free beginning in 2018. Photo / Getty Images

Gucci, the leading fashion house, has announced that it is to go fur-free as the material is no longer "modern".

The move has been welcomed by animal rights activists, who have campaigned for years to ban fur in the fashion industry.

The decision was supported by the Humane Society of the United States, which has been in negotiations with the group over the last eight years, reports the Telegraphh.

"Gucci kept up the dialogue with us for eight years and, today, patience paid off," a HSUS spokesman said.

"With this announcement, Gucci has signalled to the entire luxury fashion industry that it's time to move away from using fur."

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Fur Free: Gucci joins the @furfreeretailer, #lavonlus and @humanesociety announcing the decision to remove animal fur from all collections, beginning from #GucciSS2018. #Gucci already stopped the use of kangaroo fur in its #GucciPrincetown loafer line starting from the beginning of 2017, using lamb's wool instead. #LCFxKering #furfreealliance

A post shared by Gucci Official (@gucci) on Oct 12, 2017 at 7:13am PDT

Marco Bizzarri, Gucci CEO, said the brand would go fur-free beginning with its Spring 2018 collection.

Announcing the decision at the London College of Fashion, Mr Bizzarri said: "Being socially responsible is one of Gucci's core values, and we will continue to strive to do better for the environment and animals.

"Do you think using furs today is still modern? I don't think it's still modern and that's the reason why we decided not to do that.

"It's a little bit outdated. Creativity can jump in many different directions instead of using furs."

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At the @london_college_of_fashion #Gucci CEO #MarcoBizzarri announced the House’s ten-year “Culture of Purpose”: a sustainability plan with two significant commitments in creating a more responsible business. #LCFxKering

A post shared by Gucci Official (@gucci) on Oct 12, 2017 at 8:17am PDT

Other brands to have banned fur include Calvin Klein, Giorgio Armani, and Ralph Lauren.

The fur industry is estimated to be worth more than $55 billion a year.