Gucci fur-free: a sustainable fashion brand?

You probably saw it on your Facebook feed and on Attitude Organic Instagram Account Gucci decided to become fur-free. Applause ladies!

Gucci going fur-free

The brand signed up for the fur-free alliance and will stop using fur from the Spring / Summer 2018 Collection. It is a great progress for the haute couture fashion brand industry and a great news for all the vegan fashionistas.

Gucci will now use faux-fur, wool and innovative fabrics, for the pleasure of the younger generation. Millennials are more ethical minded and pay a better attention to what they buy in general.

Gucci goes for ethical fashion

Gucci ethical fashion

On the of it, the Luxury brand put some effort to become an ethical fashion brand too. They donate €1 million to Unicef’s Girls Empowerment Initiative to fund teenage education and health drives.

Gucci one of the sustainable fashion brands?


We are of course very enthusiast and happy to know that Gucci will stop using animal skin to design crazy expensive garments. And we love that they empower women around the world. However, the reason why the fashion label made these decisions and the way they defend them are not really convincing. Indeed,  the chief executive and president Marco Bizzarri said: “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”. By us, it is not related to any sustainability concerns, they just choose to refresh their materials and follow a fresher trend to please the new generation.

So it does make the brand more sustainable and that is great but keep in mind, that eco fashion is more than a trend, it is the future!

Read our article what is sustainable fashion to learn more about what it really means.