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The house of GUCCI has been notoriously making fashion headlines globally since it has come under the Guidance of Alessandro Michele. The creative director was anything but retracted and shy as he immediately changed the whole outlook of the brand from the core, breakthrough collections as early as S\S 2015 are still talked about today. Only a couple years later the now refreshed name has made the top of the list of best selling luxury fashion brands with a staggering difference in percentage and consequently has upgraded to an impeccable worldwide empire. So what happens when a brand of such overwhelming power and exposure, suddenly change its core values?
Last night GUCCI made global headlines once more, this time with an announcement, that the fashion house will officially ban the use of fur from all forthcoming collections. Fur has been a widely talked about and controversial subject in the world of fashion and activism. Several green and eco friendly brands such as Stella McCartney have excluded fur proudly from their lines long before GUCCI decided to step forward. Retrospectively the choice to ban fur and leather (in some cases) in order to maintain the moral integrity of a brand or name isn't something which comes as a surprise. Organisations such as PETA and others which support animal rights have been fighting the industry for the use of fur and exotic leather for a long time coming now, and with what seems to be the moral compass of the world coming to an alignment subsequently fashion had to make adjustments.
The forward thinking philosophy has definitely caught on with many upcoming designers and brands however, it is only now that we can see just to which lengths the movement has reached. When we hear the name GUCCI we immediately transcend in a mindset which clearly represents values of timeless Italian luxury, regal, Avant Garde collections, in the subliminal mood of opulence and wealth. House representatives elaborated on the subject commenting " fur is not modern anymore." and " creativity is limitless and can run down countless paths and fur does not have to be one of them".
Furthermore whats to be said about the collections which launched the brand into stardom, rewriting history and solidifying a billion dollar name? Just one of the best selling products to which GUCCI owes its success to is the fur lined mule sliders which took the world by storm in the S/S 2016 collections and irrevocably branded the name.
Whats to be expected form upcoming collections now that what looked like was going to become a classic staple in the look books has been discontinued? Is the reign of GUCCI coming to a halt? Or is this the beginning of a new era in luxury fashion? One thing is certain, with the entire world undergoing a moral crisis things which were previously overlooked have now been put In the spotlight, and the fashion industry, being one of the largest platforms to embrace change by nature, will fight to remain relevant to the now.