In allegiance with the Fur Free Alliance, the Prada Group becomes the latest luxury brand to boycott fur.

From its SS2020 womens collections onwards, the Prada Group has announced it will no longer use animal fur in their designs or products, which includes brands Prada, Miu Miu, Churchs, Marchesi and Car Shoe.

Collaborating with the Fur Free Alliance (FFA), a coalition of more than 50 animal protection organisations from over 40 countries, the Prada Groups move to no longer include animal fur comes from a series of positive dialogue with the FFA members, LAV and the Humane Society of the United States;

“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.”

This announcement comes as part of the Italian houses commitment to design innovation and social responsibility, following in the footsteps of leading designer brands Gucci, Chanel, Tom Ford, Burberry, Stella McCartney and Versace in the boycott of animal fur;

“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” 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.”

FFA member FOUR PAWS applauds the Italian luxury brand for it’s step in this direction, “The Prada Group is among many high-profile frontrunners who support a forward-thinking attitude as fur in fashion becomes less and less attractive. Consumers want to support companies that care about animal protection and are interested in the many alternatives to real fur that are already used in the fashion industry. This is what we also observe in our daily work as the official representative of the Fur Free Retailer Program in Australia, Austria, Bulgaria, Germany and South Africa,” says Thomas Pietsch, Wild Animal Expert at FFA member FOUR PAWS.

Following this initiative, the Prada Group joins the Fur Free Retailer Group which now has 1,000 companies on board across over 30 countries, connecting them to consumers seeking ethical goods.

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…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!”