Sustainability is growing in the fashion and beauty industries, which means it’s getting easier (and less expensive!) to find ethical options. While many shoppers associate ethically sourced clothing with smaller brands, bigger companies are getting in on it too. Like Gucci, who has just announced they’re going fur free.

Starting with its Spring 2018 collection, the fashion house will no longer use mink, fox, rabbit, Karakul lamb, or raccoon dog fur as part of its 10-year Culture of Purpose sustainability plan. Fur won’t be completely gone, however; Gucci told Refinery29 that it will still use lamb, goat, and alpaca in its clothing.

The Culture of Purpose plan was announced at the 2017 Kering Talk at the London College of Fashion. Gucci President and CEO Marco Bizzarri explained that they will join the Fur Free Alliance, doing away with animal fur from its Spring 2018 collection onwards.

He also spoke to UNICEF’s Girls’ Empowerment Initiative, of which Gucci is a founding partner and to which they will contribute one million Euro. Bizzarri said of the change and his work with creative director Alessandro Michele, “Together, by committing to a culture of purpose, taking responsibility and encouraging respect, inclusivity and empowerment, we want to create the necessary conditions for a progressive approach to sustainability.”

What do you think of Gucci’s new direction? Tell us @BritandCo!

(Photos via Pietro D’aprano/Getty)