Recently, Gucci publicly stated that he will draw a line with fur in the future!

For today's luxury brands, as important as design is not pleasing, and the position of social issues, which largely determines the brand reputation and prestige of the old fashion house.

Source of the map: Bag Addicts Anonymous

For today's luxury brands, as important as design is not pleasing, and the position of social issues, which largely determines the brand reputation and prestige of the old fashion house. But among them, the use of animal fur should not be one of the most heated debates in the fashion industry.

Recently, Gucci publicly stated that he will draw a line with fur in the future. According to the "Women's Daily" report, the 4th "Kaiyun Forum" was held at the London Fashion Institute on the 11th. On the same day, Gucci CEO Marco Bizzarri said that the company will completely abandon fur garments from 2018.

With Gucci's brand image and status in the fashion industry today, such a decision has a strong guiding effect, and the scene has also attracted the unanimous approval of the industry. "I know that as long as Gucci decides to boycott the fur, the gameplay in the entire fashion industry is different," said Livia Firth, founder and creative director of Eco-Age, in an interview with Bizzarri.

In fact, Gucci's decision is also a response to the parent company Kaiyun Group. Kaiyun Group has recently paid more and more attention to sustainable development. In 2014, the company launched the “Environmental Profit and Loss Statement” technology to monitor the energy loss and pollutant emissions generated by fashion throughout the production chain and apply it within the group. This year, the group will also launch an APP for this technology to promote its influence to other companies and markets in the industry. The promotion of the first stop is the Chinese market with strong consumption of luxury goods. It is reported that with the ongoing Shanghai Fashion Week, Kaiyun Group will hold a seminar on “Innovative Luxury Laboratory” on October 14th, detailing the sustainability of the Group. Practical experience in development.

In the Dow Jones Sustainability Indices last month, Kaiyun Group became the leader in the luxury industry with its global green projects.

Gucci2016 spring and summer series fur coat

However, it is not easy for a fashion house with such a mass to abandon the entire fur business. Wayne Pacelle, CEO of the American Road Association, recalled to the Women's Daily after the forum: "In 2009, Gucci executives and him Meeting in Florence, the study discussed the problem of fur in the garment industry.” At that time, the company showed positive attitude towards social and ecological problems, but there was no actual action. In the following 8 years, the two sides maintained communication and finally Today, this patience has paid off.

In the investment in luxury goods, fur has been the most popular products for consumers around the world, especially China, which has become one of the largest fur producing and consuming countries. To some extent, consumers consider fur to be the most representative of high-end ready-to-wear and haute couture.

There is a huge market, the brand will go to do business, Gucci is no exception. The kangaroo hair loafers and seals boots they once launched were once the best-selling models, but they were also resisted by PETA (Animal Protection Association) for 20 years. Now they are in the crowd including Armani, Ralph Lauren and Stella McCartney. After the luxury brand was the "anti-fur" station, Gucci also compromised.

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In addition to the “anti-fur” policy, Bizzarri also revealed the brand's next series of plans for sustainable development, including the investment in startups that produce textiles in an environmentally sound manner.

He said: "The new technology can provide us with unlimited possibilities in terms of fabrics. If we don't stay ahead in this field, it will be a strategic mistake. We fund these start-ups because they have the ability to do sustainable development. Breakthroughs, for example, they can produce the same quality leather products without any waste of water and chemicals."

The problem of pollution is not only the responsibility of the enterprise. The current state of excessive consumption of the society is also one of the fuses, and every consumer has the responsibility to bear. In this regard, Gucci is looking for a new business model, while ensuring the luxury brand's rare high-end status, but also to ensure that their products will not be oversaturated in the market.

Editor in charge: Wang Zhen