Gucci is set to go fur-free from next year and will auction off remaining fur pieces, with the proceeds going to animal rights organisations Humane Society International and LAV.

The house’s CEO Marco Bizzarri made the announcement at the Kering Talk at the London College of Fashion. “Being socially responsible is one of Gucci’s core values, and we will continue to strive to do better for the environment and animals,” said Bizzarri, before adding that it is demonstrated their “absolute commitment to making sustainability an intrinsic part of our business.”

He added that the new approach was partly due to Gucci’s creative director, Alessandro Michele, who was appointed in 2015. “In selecting a new creative director I wanted to find someone who shared a belief in the importance of the same values, I sensed that immediately on meeting Alessandro for the first time.”

No longer using mink, coyote, raccoon dog, fox, rabbit or any other species specially bred or caught for their fur, the company will instead use faux-fur, wool and new fabric innovations. Gucci’s move joins a number of other luxury brands in the Fur Free Alliance, including Armani, Calvin Klein, Ralph Lauren, Stella McCartney and Tommy Hilfiger.