Gucci said Tuesday it has pulled products containing rabbit felt, following criticism that the material jarred with its fur-free commitment.

The move comes after industry-watchers including filmmaker and animal rights advocate Rebecca Cappelli and Jadedigital columnist Marcus Pentzek voiced criticism of the brand for featuring a women’s hat made with “100% rabbit felt” in its Lunar New Year collection celebrating the Year of the Rabbit. Adverts promoting the collection featured models cradling bunnies in a colourful pastoral setting, which commentators called out as being in poor taste.

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