Gucci has disclosed that it will no longer be using fur in the production of any of its products. The announcement came just yesterday courtesy of the fashion house’s CEO, Marco Bizzarri, as the fur-free initiative begins with Alessandro Michele’s Spring 2018 collection, which was showcased on the runway in Milan last month.

“Gucci will no longer use, promote or publicize animal fur beginning with its Spring/Summer 2018 collection,” Gucci said in a statement. “As a commitment and thanks to a long term partnership with LAV [an Italian animal rights organization] and The Humane Society, Gucci joins the Fur Free Alliance, which focuses on the deprivation and cruelty suffered by fur bearing animals both in wild trapping and industrial fur farming.”

The current items on Gucci’s website that feature fur are to be auctioned off, with the proceeds going to benefit LAV and the Humane Society.

Per The Hollywood Reporter, “Gucci’s fur-free decision is part of the company’s new ten-year ‘Culture of Purpose’ sustainability plan, which also includes the house’s commitment to contributing 1 million euro as a founding partner of UNICEF’s Girls’ Empowerment Initiative.”

Bizzarri then went on to add, “Our new ten-year ‘Culture of Purpose’ sustainability plan has three principal focuses: the Environment, Humanity and New Models.”

Gucci joins the likes of Armani, HUGO BOSS, Yoox Net-a-Porter and Stella McCartney, among others, who have all made the decision to go fur-free.

“Gucci’s decision is a game-changing moment in the fashion industry,” noted PJ Smith, senior manager of fashion policy for The Humane Society. “We’ll look back at this moment, I predict, and see that this was the turning point when the business world turned away from fur and substituted cruelty-free garments in its place.”

Not NYC, not LA.