Luxury fashion house Prada has announced it will no longer be using animal fur in its designs or new products from next year.
The new fur-free policy for Prada Group brands including Prada, Miu Miu and Church’s will start with women's collections for spring/summer 2020. Items already made using fur will continue to be sold until stock has run out, the brand said.
Miuccia Prada, head of Prada, said the new fur-free policy demonstrates the group's commitment to innovation and social responsibility and is the result of positive dialogue with animal protection campaigners.
She said: “Focusing on innovative materials will allow the company to explore new boundaries of creative design while meeting the demand for ethical products.”
Prada has collaborated with the Fur Free Alliance, a coalition of over 50 animal protection organisations including LAV and The Humane Society, to respond to consumers' changing attitudes towards the use of fur.
“The Prada Group’s decision to go fur-free is consistent with the new concept of ethical luxury and meets the expectations of new consumers who are more careful in choosing sustainable products that respect the environment and animals,” said Simone Pavesi, manager of the Animal Free Fashion Area for LAV.
Prada had been targeted by the Fur Free Alliance last year and in September 2018 the group said it had received thousands of emails from campaigners imploring it to stop using animal fur.
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.”
Prada follows in the footsteps of fellow luxury brands Gucci and Burberry, who both committed to no longer using fur in their designs in 2018, while Chanel also announced a ban on the use of exotic skins in its products.
In the UK, fur farming has been banned since 2000, but it is legal to sell real fur products which have been imported, provided real fur has been correctly labelled.
In January 2019, fast-fashion retailer Boohoo was issued with an enforcement notice by the Advertising Standards Agency for misleading customers by selling a jumper containing real rabbit fur which had been labelled as faux fur.
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