Gucci Parent Company Luxury Group Kering Implements New Fur-Free Mandate

Fur is flying over Kering. It’s out the door it is. Starting with their fall 2022 fashions, the world’s largest luxury brand will not use any animal fur to create any of the thirteen fashion brands.


Although the decision is unilateral for the Group, the individual houses began making changes in 2017. In 2017, Gucci announced that they would cease employing fur under the guidance of Creative Director Alessandro Michele. (Previously Gucci’s famous return under the glamorous Tom Ford leadership, the brand often used fur.) Other fashion houses followed suit when Balenciaga, Bottega Veneta, Alexander McQueen, Brioni, and Saint Laurent progressively decided to follow similar practices. In the year 2019, Kering formalized and published the animal welfare standards to be applied since the report also included additional animal fibers and other materials.


“For long, Kering strives to be the leader in sustainability and is guided by a philosophy that is based on Luxury and a commitment to the most ethical values in terms of environmental and social and standards. Concerning animal welfare, our company has consistently demonstrated its determination to enhance practices within its supply chain and the Luxury industry in general. The time is now to move towards a more sustainable future by removing the usage of fur in all of our collections. Our world is changing, and so with our clients. Luxury is naturally required to adapt to the changing times,” declared Francois-Henri Pinault as CEO and Chairman of Kering.


Marie-Claire Daveu, Chief Sustainability and Institutional Affairs Officer at Kering, has endorsed the fur-free policy. “Improving the animal welfare is a must for us as a company, and at Kering, it’s always been a top priority. In 2019, we developed Animal Welfare Standards in collaboration with external experts and organizations to set forward and improve the well-being of animals involved in fashion and Luxury’s global supply chains.” she added, “Reflecting the vision of Francois-Henri-Pinault of sustainability across the board and our determination to be completely fur-free is a significant step in the right direction. This is yet another example of the extent to which Kering is focusing as the Group on the positive impact of nature and innovative leadership that could impact change in our supply chains as well as across our entire industry.”
The company’s green practices to 1996, when the business was then known as PPR, established the Code of Ethics, placing the environment and social accountability at the top of its core values. In 2003, they created their first sustainability team to document environmental impacts and set up an early department for sustainability in Luxury in 2007. Then, in 2013, they established their Materials Innovation Lab (MIL) to find eco-friendly fabrics and assist in developing these fibers.


In 2017, Kering was named as the top company in the world for Textiles, Apparel and Luxury Goods for the third position in the Dow Jones Sustainability Index (DJSI) and is the most sustainable global garment, textile, and luxury goods firm as per the Corporate Knights‘ Global 100 index. They have been long-time partners in Fashion for Good recently. In 2020, they, along with various corporate partners, took part in the “Full circle “Full Circle Project in Textiles Scaling the innovations on Cellulosic Recycling,” aimed at creating alternative cellulose fibers made from recycled materials. Furthermore, The Kering Foundation started in 2008. It aimed to combat violence against women, specifically to aid local and international non-governmental organizations, finance social enterprise, and launch a campaign to raise awareness.
In 2019 sustainable luxury lead designer Stella McCartney–who had been a part of Kering’s stable for 20 years and presumably a contributing catalyst for the FrenchGroup’ss efforts to become more eco-conscious–decamped Kering for luxury rival LVMH.


A global Luxury company, Kering manages the development of a range of famous Houses in Fashion, Leather Goods, Jewelry, and Watches: Gucci, Saint Laurent, Bottega Veneta, Balenciaga Alexander McQueen Brioni, Boucheron, Pomellato, Dodo, Qeelin, Ulysse Nardin, Girard Perregaux, and Kering Eyewear. Through the use of creativity as a critical element in the company’s strategy, Kering lets its companies push the boundaries of their imagination as they create the future of Luxury responsibly and sustainably, which is reflected by the company’s motto “Empowering Imagination.” In 2020, Kering had over 38,000 employees and revenues in the region of EUR13.1 billion.

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Samatha Vale
Samatha a senior writer for HC's entertainment team. She is an entreprenuer, mother and an excellent writer. She's also an avid reader, music enthusiast and all around inquisitive person - which is just a nice way of saying she's nosy.

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