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Italian Luxury fashion house Prada recently announced it would go fur-free.
Prada announced this month that starting with its women’s spring/summer 2020 none of its collections would feature fur. Having worked closely with nonprofit organisations the Humane Society International, Fur Free Alliance, and the Italian animal rights group, LAV and with a history of using fur from foxes, minks, and rabbits in its previous collections, Miuccia announced that the house may well start using faux fur.
In a statement, the brand’s matriarch announced “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.”
And it’s not just Prada! Its subsidiary Miu Miu, launched by Miuccia in 1993, has also committed to going fur-free from its spring/summer 2020 women’s collection.
Founded in 1913 by Miuccia’s grandfather Mario Prada, the global powerhouse has grown to be one of the biggest and most influential names in the industry and has gone onto building a big celebrity fan base.
Claire Bass, executive director of Humane Society Internationalstated that “Prada Group’s historic announcement to go fur-free comesat a time when an unprecedented number of designers are turning their backs on the cruel fur trade and are fronting fashion based on fabric innovation instead of animal exploitation. Anti-fur policies like Prada Groups’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 is not the only luxury house turning their back on this cruel fashion obsession. Other top labels have previously decided to ban fur from their collections, including Gucci, Versace, Burberry, Diane von Furstenberg, Chanel, and Donna Karan. When previously shunned by the fashion grandees as cheap, the tides have turned for faux fur. Many high-end brands have incorporated the material into their designs. Brands like vegan NYC-based brand House of Fluff and the Australian brand Unreal Fur have specialized in producing cruelty-free faux fur products.