Prada will go 'fur- free' by 2020
• Fashion brands will soon change the way they look at luxury and fur is no longer part of their plans
• Prada joins the Fur Free Alliance, along with other designer brands including Burberry, Coach, Michael Kors, amongst others
• Fur Free Alliance along with animal rights organisations have expressed their importance in using animal cruelty free products by encouraging brands to re-think fur designs
Over the decades, fur has been seen as a sign of prestige and luxury. But now brands have never been more aware about animal rights than ever before, and Prada is the latest brand to take a stand on the issue. The luxury brand has decided to go 'fur free' by 2020 and has joined the Fur Free Alliance.
After a campaign in 2018, Prada received several messages from animal rights organisations urging the brand to go fur free. It then decided to meet with the Fur Free Alliance prior to the decision-making process on whether they should shy away from fur-based designs. Even though Prada will no longer use fur, they will continue to sell the fur designs that are already a part of its previous collections.
Though the brand has increasingly been using sustainable and technical fabrics, they've now decided to completely stop using fur.
“The Prada group with its brands now joins a growing list of fur-free brands that are responding to consumers’ changing attitudes towards animals,” said Jon Vinding, chairman of the Fur Free Alliance.
“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, head designer of Prada. “
Focusing on innovative materials will allow the company to explore new boundaries of creative design while meeting the demand for ethical products,” she continued in a recent release.