Last night, Gucci announced that it will stop using fur, beginning with its SS18 collection.
The news was delivered by the mega brand's CEO Marco Bizzarri, while in conversation with Livia Firth at London College of Fashion last night for the university's 2017 Kering Talk.
"Being socially responsible is one of Gucci's core values, and we will continue to strive to do better for the environment and animals," he said.
Gucci will also be joining forty other animal protection organisations as members of the Fur Free Alliance.
Here's everything (else) we learnt at the event.
Leftover fur items will be sold at a charity auction.
The ban covers coyote, mink, fox, raccoon, karakul, rabbit and other species bred or caught for the purpose of fur. Proceeds of the auction will go to Gucci's partnered charities (and animals rights groups) The Humane Society and LAV.
Female empowerment is also high on the agenda.
Gucci will donate €1 million to UNICEF's Girl's Empowerment Initiative, a project that it co-founded earlier this year. The initiative funds and supports teenage education and healthcare.
Gender equality is a company priority – over sixty per cent of Gucci's employees are women and more than half of senior management positions are held by women.
"If you have women and people from different cultures and gender diversity, it's creating value and fostering creativity," Bizzarri said.
Iconic Gucci pieces will be replaced with faux fur.
It may have seemed unthinkable that Gucci loafers could ever be lined with anything else, but plans have already been put in place for faux fur, wool and new, sustainable fabrics to act as replacements from next year.
A change of direction is also coming for how Gucci works with leather.
When asked about the possibility of a leather ban, Bizzarri commented that doing this would require him to fire thousands of employees and that holistic sustainability encompasses people, too.
Instead, the company is, however, interested in the potentials surrounding "in vitro" leather, a cruelty-free, far more sustainable tissue-engineered alternative (think of it as the fabric answer to lab-grown beef.)
Sustainability means more than just living greener, for Marco Bizzarri.
"It's also about human wellbeing, and creating the possibility for everybody to live well. This is sustainability," he announced.
Ensuring the salaries and job security of his 60,000 employees is a huge priority in Bizzarri's sustainable strategy for Gucci.
"People's wellbeing is key, without it you cannot maintain the creativity that is at the centre of our industry and business won't foster."
The student winners of the Kering Awards for Sustainable Fashion could change the future of the industry for the better.
London College of Fashion students received various accolades for their advances into environmental fashion design.
Charlie Wilkinson won Gucci's Award for Collaboration in Fashion & Sustainability for her work on replacing plastic parts of Gucci luggage with cork and bio-resin.
Dianjen Lin was presented Stella McCartney's for Innovation in Fashion & Sustainability for her research on the production of a clothing material that absorbs CO2. Amazing stuff.The partner brands for London College of Fashion's academic year 2017/18 were announced, and we're very excited.
Fellow Kering Group members Alexander McQueen and Pomellato Jewellery will collaborate with students next academic year to continue work towards a sustainable fashion future.