Fashion brand Gucci will ban fur from its clothing lines starting with its spring/summer 2018 collection. Gucci CEO Marco Bizzarri announced the news during this week’s 2017 Kering Talk at the London College of Fashion. “Being socially responsible is one of Gucci’s core values,” Bizzarri said, “and we will continue to strive to do better for the environment and animals […]. Gucci is excited to take this next step and hopes it will help inspire innovation and raise awareness, changing the luxury fashion industry for the better.” Animal-rights organizations—including The Humane Society of the United States (HSUS), Italian member of the Fur Free Alliance, Lega Anti Vivisezione (LAV), and People for the Ethical Treatment of Animals (PETA)—have worked for decades to push Gucci to go fur-free. “Today’s shoppers don’t want to wear the skins of animals who were caged, then electrocuted or bludgeoned to death,” PETA President Ingrid Newkirk said. “Until all animal skins and coats are finally off the racks of clothing stores worldwide, PETA will keep up the pressure on the clothing and fashion industry.” Gucci joins a growing number of fashion brands—including Ralph Lauren, Armani, and Hugo Boss—that have recently removed fur from their clothing lines.” Gucci will auction all remaining pieces made with fur and donate proceeds to HSUS and LAV.