It’s official: Gucci CEO Marco Bizzarri just announced that the luxury fashion brand will go fur-free starting with its Spring 2018 collection. This is a huge win for animals, animal rights activists, and compassionate shoppers everywhere. PETA has been pushing Gucci to ban fur for nearly 20 years, and we couldn’t be more stoked!

“Today the world is changing so fast, it’s not even an option not to change,” Bizzarri said. “We are not perfect, but we are doing our best to improve what we are doing.”

Gucci joins many other fashion brands in saying no to fur. In recent years, companies like Armani, Hugo Boss, Ralph Lauren, and Tommy Hilfiger have all banned fur—not to mention the world’s three largest clothing retailers: Gap Inc., H&M, and Inditex (which owns Zara).

People like Jhené Aiko, Eva Mendes, and even First Lady Melania Trump have all gone fur-free, too.

What’s Wrong With Fur?

Not only is fur out of style, it’s also cruelly obtained. Eighty-five percent of fur comes from animals who are raised and killed on fur farms. Animals such as foxes, rabbits, chinchillas, and minks often spend their entire lives confined to cramped, filthy wire cages. And fur farmers use the cheapest and cruelest killing methods available, including suffocation, electrocution, gassing, and poisoning.

Animals used for their fur are also trapped in the wild. Many are caught in steel-jaw traps—which slam shut on their limbs, often cutting the bone—or conibear traps, which crush animals’ necks with pressure. Trapped animals may suffer for days from blood loss, dehydration, shock, frostbite, or attacks by predators. Water traps can leave beavers, muskrats, and other animals struggling and in pain before they eventually drown.

Fur-Bearer Defenders 

Together, We Can Create a Fur-Free World

Remember learning about “supply and demand” in school? Well, it’s coming into play here. Companies pay attention to consumers’ opinions and make decisions based on what people are buying. NEVER buy anything that says “fur” or “angora” on the label. Together, we can get more and more companies to ditch fur and save animals’ lives!

Spread the Word!

Gucci ditched fur because caring people like YOU spoke up. Never be silent—share this story and keep the pressure other companies to go fur-free!