From the 2018 summer collection onwards Gucci will no longer use fur, the company’s CEO Marco Bizzarri announced on Thursday. 

The last remaining stock of Gucci fur clothes will be sold in a charity auction. The decision reflects pressure from animal rights activists and changing consumer tastes.

A number of Italian fashion houses have adopted a similar policy, including Georgio Armani. The US Company Calvin Klein went fur-free in 1994.