Italian luxury fashion house Prada Group – and all its brands, including Prada, Miu Miu, Church's, and Car Shoe - has announced it will no longer use animal fur in its designs or products, starting from February 2020 after its Spring/Summer 2020 women's collection. Animal charity Humane Society International (HSI), whose sister organisation the Humane Society of the United States together with Fur Free Alliance member LAV, worked with Prada behind the scenes after running a public campaign urging the brand to drop fur last September, hailed the moved as one of the most significant fur-free fashion statements yet in its ongoing campaign to end the use of all fur worldwide.
Miuccia Prada said: "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. Focusing on innovative materials will allow the company to explore new boundaries of creative design while meeting the demand for ethical products.”
Prada previously sold fur from mink, fox and rabbit. All three species suffer terribly on fur farms where they are confined for short lives in barren, wire-mesh cages where their existence is so deprived, monotonous and stressful that they often exhibit signs of self-mutilation and repetitive stereotypical behaviour.
PJ Smith, Director of Fashion Policy at The Humane Society of the United States said: "With Prada's fur-free announcement, one of the biggest names in fashion just became a leader in animal welfare and innovation for generations to come.”
Prada is globally renowned as a fashion powerhouse, and has 7 outlets in Australia.
Georgie Dolphin, Program Manager for Animal Welfare at HSI in Australia said: "Prada Group's historic announcement to go fur-free comes at a time when an unprecedented number of designers are turning their backs on the cruel fur trade. Prada joins leading fashion houses like Gucci and Burberry in choosing fabric innovation over animal exploitation. Fur bans like Prada's prove that forgoing fur isn't a fast-fashion trend, it's a step change to meet the demands of ever more socially and environmentally conscious consumers.”
Prada, Miu Miu, Church's and Car Shoe join many other leading fashion brands and retailers in going fur-free—since the beginning of 2017 alone Burberry, Versace, Gucci, Chanel, Coach, Donna Karan, Michael Kors/Jimmy Choo, Diane von Furstenberg, Columbia Sportswear, Farfetch, Yoox Net-a-Porter, Burlington, VF Corporation (Timberland/The North Face) Furla and Bottega Veneta, have all stopped using fur in their collections.
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