With more and more people becoming sensitive towards the rights of animals, Italian fashion house Gucci has decided to stop using fur in its designs from next year. They have given in to the pressures of animal rights activists and are adapting to changing consumer tastes by looking for alternatives to fur.

Marco Bizzarri, Gucci’s chief executive, said the brand would drop fur starting from its spring and summer 2018 collection. The decision was taken alongside Mr. Alessandro Michele, the creative director under whom Gucci has seen its sales rise over the past two years.

Mr. Bizzari said that he and Mr. Alessandro share a belief in the importance of the same values. Gucci, known for its fur-lined loafers and luxurious mink fur coats is the latest label or major retailer to stop using fur. In June, Yoox Net-A-Porter, a multi-brand online luxury retailer, adopted a fur-free policy on accessories and clothing sold on the site.

With the intent to end cruelty to animals, anti-fur protesters have been known to demonstrate outside catwalk shows at fashion weeks around the world. Consumers of luxury goods have also grown sensitive to environmental issues leading to a slack in its demand.