Starting from their 2020 Spring/Summer Women’s collections, the luxury fashion group will no longer use animal fur in its products, though existing stock will continue to be sold.
“The Prada Group is committed to innovation and social responsibility, and our fur-free policy is an extension of that engagement,” Miuccia Prada said in an official statement.
“Focusing on innovative materials will allow the company to explore new boundaries of creative design, while meeting the demand for ethical products.”
The Milanese group said its decision stemmed from “a positive dialogue” with the Fur Free Alliance (FFA) of more than 50 associations in about 40 countries, notably the Italian group LAV and The Humane Society of the United States.
The Prada statement included reactions from several animal protection groups, with FFA program manager Brigit Oele saying: “This global movement is gaining momentum fast, and it's very unlikely that fur will ever return as an acceptable trend. This is a great day for animals!”
Joh Vinding, chairman of the FFA, also applauded the announcement: “The Prada Group now joins a growing list of fur-free brands that are responding to consumers’ changing attitudes towards animals.”
Since the beginning of 2017, fashion giants such as Burberry, Versace, Gucci, Chanel, Coach, Donna Karan, Michael Kors, Jimmy Choo, Diane von Furstenberg, Columbia Sportswear, Farfetch, Yoox Net-a-Porter, Burlington, Timberland, The North Face, Furla and Bottega Veneta have all gone fur-free.
