Prada has announced it will be ditching fur from its women’s collections as of February 2020 after years of being urged to do so by animal rights activists.
The luxury Italian fashion house made the announcement on Wednesday afternoon, with Miuccia Prada confirming that The Prada Group, which also owns Miu Miu and Church’s, is “committed to innovation and social responsibility.”
“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,” the 70-year-old designer explained in a statement.
“Focusing on innovative materials will allow the company to explore new boundaries of creative design while meeting the demand for ethical products.”
Prada previously made clothes using fur from mink, fox and rabbit.
The move has been praised by the Fur Free Alliance, with chairman Joh Vinding stating that the group “joins a growing list of fur-free brands that are responding to consumers’ changing attitudes towards animals”.
PJ Smith, director of fashion policy at the Humane Society of the United States, added: “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.”