Gucci, the leading fashion house, has announced that it is to go fur-free as the material is no longer "modern". The move has been welcomed by animal rights activists, who have campaigned for years to ban fur in the fashion industry. The decision was supported by the Humane Society of the United States, which has been in negotiations with the group over the last eight years. With this announcement, Gucci has signalled to the entire luxury fashion industry that it’s time to move away from using fur. Gucci CEO, said the brand would go furfree beginning with its Spring 2018 collection.