In 2017, Gucci announced it would ban fur from its collections. In a statement the company said its new policy underlined a modern and ethical vision for luxury. Gucci is part of the Fur Free Alliance’s ‘Fur Free Retailer’ program. In 2021, Kering Group went fur-free.
Gucci’s fur-trimmed loafers were a major profit driver after their debut in 2015 and from 2018 Gucci stopped using kangaroo fur inside its loafer line and replaced it with lambswool. The brand also halted the use of angora.
Despite its ban, products manufactured with rabbit fur were found in Gucci’s stores just this week. Awkwardly, a felt hat that was being promoted for Lunar New Year – the year of the rabbit – actually contained rabbit fur.
Ironically, Gucci’s new collection “A Tribute to the Year of the Rabbit’ features a hat which the company states is made of real rabbit felt. Exploiting rabbits in ads while selling products that harm them is not the way to celebrate the year of the rabbit.
Initially, the brand explained that rabbit felt wasn’t technically classed as fur as it’s not used with the animal’s skin attached to it, which is why they felt the material was in fact in line with its fur-free policy.
Within a matter of days Gucci responded by removing the products from its stores, but did not make a public statement.
Gucci ‘Year of The Rabbit’ campaign 2023
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