ROME – Italian luxury fashion brand Prada said on Wednesday that its products will be fur-free from the Summer 2020 collection onwards, having succumbed to pressures from animal rights groups.
The Prada group, which also owns the eponymous label, Miu Miu, Church’s and Car Shoe, announced the move, which will see the fashion house cease the use of mink, rabbit and fox fur, among materials.
“Our fur-free policy – reached following a positive dialogue with the Fur Free Alliance (FFA), in particular with LAV and the Humane Society of the United States – is an extension of that engagement,” Prada Chief Executive Miuccia Prada Bianchi said in a joint press release with animal-protection non-profit Humane Society International.
The FFA is a coalition of over 50 animal protection organizations from over 40 different countries, which campaign for the abolition of the use of fur in the textile industry.
“The Fur Free Alliance applauds the Prada Group for going fur-free,” Joh Vinding, chairman of the Fur Free Alliance added. “The Prada Group with its brands now joins a growing list of fur-free brands that are responding to consumers’ changing attitudes towards animals.”
Humane Society International launched a global campaign in September 2018, urging Prada to adopt a fur-free policy.
According to the organization, Prada continued to use fur despite a global backlash that considered its use increasingly outdated.
Prada’s announcement has come after leading fashion brands such as Burberry, DKNY, Gucci, Michael Kors and Versace all axed fur from their collections in 2018.
“The Prada Group’s decision to go fur-free is consistent with the new concept of ethical luxury and meets the expectations of new consumers who are more careful in choosing sustainable products that respect the environment and animals,” Simone Pavesi, manager of the Animal Free Fashion Area for LAV said.
The Fur Free Retailer program led by FFA includes some 1,000 companies and according to its program manager, Brigit Oele, represents a global movement that has gained momentum and aims to ensure the use of fur does not return as an acceptable trend.