Today in London, Gucci CEO Marco Bizzarri announced the brand’s pledge to go fur-free beginning with the Spring 2018 collection. According to a statement, Gucci will no longer “use, promote, or publicize animal fur” in its collections. The decision was supported by the Humane Society of the United States, and in addition to banning fur in its collections, Gucci will also join the Fur Free Alliance.

The decision to ban fur might seem surprising for a house that has used it so heavily in its collections—consider Gucci’s kangaroo-fur slippers or its astrakhan coats. But remember this: The brand’s parent company, Kering, has been on a road to sustainability in a variety of forms for about a decade. As a part of that, Kering has been investing in sustainable and synthetic leathers, as well as promoting humanitarian efforts.

In banning fur from its collections, Gucci joins the ranks of other behemoth brands that have made the shift, including Calvin Klein, Giorgio Armani, and Ralph Lauren. Earlier this year, Yoox Net-a-Porter announced that it was banning fur as per the Fur Free Alliance’s standards, which allow for the use of shearling. Leading the sustainable pack is Gucci’s fellow Kering-owned label, Stella McCartney. McCartney is a vegetarian and has insisted on using fur-free products since her brand’s inception.