With the world is moving towards a pro-animal approach, Gucci on the hand is using tigers as its campaign crew! Yes, you read that right! In promoting its new collection, the marquee has used the animal as a prop, much to the dismay of fans and activists around the globe.
To promote its new collection titled ‘The Gucci Tiger Collection,’ the brand introduced The Gucci Tiger campaign this month which is also described as a “celebration of the Year of the Tiger.” Pictures from the campaign unveiled models dressed in the collection along with real tigers strutting around.
This did not go down well with Netizens and animal rights groups, who raised massive objections in the matter. According to a report by WWD, World Animal Protection US also notified Gucci US of its concern over the brand’s use of tigers in its campaign while asking for it to stop using wild animals for promotions.
In its defense, Gucci took to Instagram to note, “Nature, wildlife and its denizens are particularly important to Gucci, which in February 2020 joined The Lion’s Share Fund, a unique initiative raising much-needed funds to protect endangered species and their natural habitats.”
It further added, “Tigers were photographed and filmed in a separate safe environment complying to Gucci’s policies and then featured within the campaign” and that a third-party animal welfare organization, American Humane, monitored the set on which animals were present and thus ensured that no animals were harmed.
However, fans and activists weren’t pleased. Expressing disappointment, one of them added, “It’s literally not hard to leave animals out of photos ‘filmed in a safe environment means absolutely nothing when you literally use leather from animals,” while another noted, “Doesn’t Gucci have leather bags, still selling? What about that? When will that stop?”
Remarking similarly, Elisa Allen, director of People for the Ethical Treatment of Animals (PETA), further stated, “Gucci is hopelessly out of touch with our current understanding of wild animals’ needs and best interests. Today’s advanced special effects capabilities mean there is no excuse for tearing animals away from their families and homes.”
The Gucci Tiger collection is helmed by Gucci’s creative director Alessandro Michele and features a wide-range selection of ready-to-wear and accessories, including tote bags, sweatshirts, watches, sneakers, and more, with each piece celebrating 2022 being the Chinese Year of the Tiger.