Another luxury brand has taken a step in challenging the role of the fashion industry in sustainability and animal protection. Italian brand Gucci announced that starting 2018, it will be going fur-free.

Many celebrities have been seen using the Gucci-launched loafers outlined with fur, designed by creative director Alessandro Michele, since its release in 2015. But amid the popularity of these, during the Kering Talk at the London College of Fashion on Wednesday, Oct. 11, Gucci president and CEO Marco Bizarri made an otherwise big and brave announcement. The brand will no longer be producing products with fur.

"Being socially responsible is one of Gucci's core values, and we will continue to strive to do better for the environment and animals," Bizarri said, adding that they have partnered with The Humane Society of U.S. and LAV, in taking this futuristic leap. The group will also be joining Fur Free Alliance as a commitment to the halt of use of fur.

The leftover pieces with fur will be auctioned. Proceeds of this will go to the animal rights groups mentioned. The 2018 Spring line, featured during the Milan fashion week, will be the first batch of fur-free products from Gucci. Kitty Block, The Humane Society International president, said that this is a "game-changer" in the world of fashion. She also expected that this will create a ripple effect in the industry.

Giorgio Armani took the same efforts in 2016, saying that present-day technological advancements had enabled them to create products without sacrificing animals. Ralph Lauren had the same landmark decision of removing fur from its product in 2006. 

Stella McCartney in 2015 revealed a video, exposing the irony in the beauty of leather. The fashion designer showed the gruesome process in getting leather, which meant cruelty to animals. This move is a bid to educate the consumers and make them think of the consequences of the products made with the material.