Outdated and uncreative. Those are some of the reasons given by Gucci CEO Marco Bizzarri to explain the recent decision made by the Kering-owned powerhouse to go fur-free. A decision that was made with creative director Alessandro Michele.
Sure, this comes years after the famous ‘I’d Rather Go Naked Than Wear Fur’ PETA campaign of the 1990’s, fronted by the supermodels of the decade. While some backtracked on this like supermodel Naomi Campbell, Calvin Klein was one fashion house that has remained fur-free since 1994.
Image courtesy: PETA | Pinterest
Gucci’s recent decision can be attributed to a number of factors, including environmental and moral reasons, but largely it comes down to the bottom line. Millennials, whom consulting firm Deloitte describes as more ethically minded than previous generations, presently account for more than half of Gucci’s shoppers, up from 40% two years ago, according to analysts from Mainfirst Bank.
Interestingly, for Gucci it’s also about attracting and retaining employees. Bizzarri shared that he needs to do this “[otherwise] the best talent will not come to work for Gucci,”
Gucci joins the likes of Calvin Klein, Ralph Lauren (2006), Tommy Hilfiger (2007) and Armani, which are all fur-free.
The ban will take effect with its Spring/Summer 2018 collections and it has signed up to the Fur Free Alliance, an organisation that promises to end exploitation and killing of animals for fur, as part of a wider sustainability plan.
Gucci shares the same parent company as Stella McCartney.
Could this be a turning point for the fashion industry as a whole? Could it go even further towards achieving greater sustainable fashion and ethical fashion goals? We think so.