After a persistent and continuous nudging from the People for the Ethical Treatment of Animals (PETA), luxury brand Gucci will no longer be using angora wool on its products.

The Italian brand has gone fur-free in 2017, again after simultaneous and unrelenting protests from PETA for 20 years, and now, Gucci has announced that its products will not contain angora wool anymore. This was after an expose showed the rabbits' fur being pulled out as the animals cry out in one farm.

PETA pointed out that angora wool comes from the rabbits whose furs get ripped out every three months. Others get tied up before these get sheared, leaving bruises and cuts because of the sharp blades. Obviously, the animals get harmed in the process, which is in no way acceptable whether it is done by a mammoth brand or not.

"No more fur will be torn out of gentle rabbits for a sweater, and PETA encourages other high-end designers to follow Gucci's lead," Tracy Reiman, PETA's executive vice president explained.

Ripple Effect

Gucci is joining more than 330 brands that have gone fur-free and stopped using angora wool, like Calvin Klein, ASOS, Anthropologie, and Gap, among many others. The long-overdue move wasn't confirmed by the luxury brand itself, but PETA had already made the announcement.

Of course with big brand Gucci opting for a more humane move, PETA is hoping that it will create a ripple effect in the industry and that more brands will follow suit. A little act goes a long way, and this recent news could possibly urge hard-headed companies to finally give up the use of animals in their products.

PETA Expose

To give light on the expose, PETA revealed a footage that showed the harrowing living condition of the angora rabbits in farms and added that 90 percent of the wools are sourced from China. The disturbing clip also showed the gory situation of the rabbits after their furs get scraped off their bodies, leaving some of them in shock.

PETA further stressed that a more horrific event is due in two to five years, as the rabbits' throats get slit while their body are hung upside down. After which, their bodies are sold. The exposé, along with so many others, just speak of the sacrifice the animals had to endure in order for big brands to produce warm, expensive, and "luxury" pieces.

In February, protesters caused a scene in Milan Fashion Week, calling out concerned companies to halt the use of angora and fur. It was a joint move by PETA and La Loro Voce - Iene Vegane.