>> Sights like these will no longer be seen on Gucci's catwalks from next year. Fur is to be banned from any of its designs. The Italian fashion house is joining a growing number of brands looking at alternatives. In recent years, animal rights campaigners have stepped up their protests against its use with demonstrations outside catwalk shows making headlines around the world.
Reuters European luxury goods correspondent, Sarah White, says that pressure is hardly behind the ban.>> There's also a sense that as technology evolves, there's less of a reason to use fur in clothing. There's other products that are evolving and that can be used as well. And unless you think some of these brands customers are also more sensitive to these kind of issues, so I'm thinking younger customers, millennials have grown up in a world where they look more at environmental problems.
>> Gucci is far from being the first brand to stop using fur, but it could in some ways be the most influential. It's one of the hottest brands of the moment, with sales rising over the last two years.>> So there have been a number of animal rights groups that have come out to welcome this, saying that they heard that this will have a knock on effect on other brands.
Not just on brands, but on production chains. So a lot of these top labels source their furs and their leathers from smaller companies. So this doesn't just affect the big name brands that we know. It goes right through the sourcing chain as well.>> Fur is big business in fashion and while not all brands are dropping the use it altogether, they are starting to tighten control of where their materials are sourced from, making sure it at least has an ethical background before it arrives on the catwalk.