Today, the Prada Group has announced that it will no longer use animal fur in its designs or new products, starting from SS2020 Women’s collections. The inventory will be sold until quantities will be exhausted. In collaboration with the Fur Free Alliance (FFA), a coalition of more than 50 animal protection organizations from over 40 countries, including Born Free USA, the Prada Group announcement follows positive dialogue between the luxury brand and FFA members, LAV, and The Humane Society of the United States.
“The Prada Group is committed to innovation and social responsibility, and our fur free policy – reached following a positive dialogue with the Fur Free Alliance, in particular with LAV and the Humane Society of the United States – is an extension of that engagement,” said Miuccia Prada. “Focusing on innovative materials will allow the company to explore new boundaries of creative design while meeting the demand for ethical products.”
“The Fur Free Alliance applauds the Prada Group for going fur-free,” said Joh Vinding, Chairman of the Fur Free Alliance. “The Prada Group with its brands now joins a growing list of fur-free brands that are responding to consumers’ changing attitudes towards animals.”
Angela Grimes, CEO of Born Free USA, said: “Born Free USA welcomes Prada Group to the Fur Free Retailer community and congratulates the company on making the compassionate decision to go fur free. An ever growing number of brands, retailers, and designers are making the commitment to forego fur, responding to demand by consumers for ethical and compassionate fashion choices. As a fashion leader, Prada’s decision to stop using fur is a strong statement against animal cruelty that will no doubt reverberate across the fashion world. We call on other brands to follow Prada’s lead and go fur free, too.”
Brigit Oele, program manager for Fur Free Alliance, said: “Prada Group was one of the fastest companies to go fur free once positive dialogue began a little more than a year ago. The Fur Free Retailer Program includes 1,000 companies, showing that 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!”
