Major Italian fashion house Gucci will be going fur-free from next year, according to CEO and President Marco Bizzarri.
During a talk at the London College of Fashion, he announced the brand's 'absolute commitment to making sustainability an intrinsic part of business'.
The changes will come into full effect with the brand's spring-summer 2018 collection.
The fashion house's remaining animal fur items will be sold at a charity auction, with the proceeds going to animal rights organization Humane Society International (HSI) and LAV.
HSI's President, Kitty Block, branded the company's move as 'compassionate'.
"Gucci going fur-free is a huge game-changer," she said in a statement.
"For this Italian powerhouse to end the use of fur because of the cruelty involved will have a huge ripple effect throughout the world of fashion."
The luxury brand will also become part of the Fur Free Alliance, an international group which promotes animal welfare and fur alternatives in the fashion industry.
Gucci is now joining luxury brand Armani, which announced its decision to go fur-free in 2016.