A radical new era of fashion is dawning, as more houses move away from traditional fabrics like fur embracing more eco-friendly, cruelty-free practices.

The latest in this trend is Gucci, who have announced they will ban the use of fur, taking effect in its Spring/Summer 2018 collections. It has also 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 joins the likes of Stella McCartneyCalvin KleinRalph LaurenTommy Hilfiger and Armani, which are all fur-free.

In a recent interview, chief executive and president Marco Bizzarri discussed the topic and explained the brand’s reasoning for making the decision. The decision to ban fur was made with creative director Alessandro Michele, emphasised Bizzarri.

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 out-dated. Creativity can jump in many different directions instead of using furs.

Fashion has always been about trends and emotions and anticipating the wishes and desires of consumers. The best creative directors are able to anticipate, to smell something outside before anybody else. Fashion and modernity go together.

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melissa reid

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