Known fashion brand Prada has announced that it will go fur-free in 2020, CNN reported.
The decision to stop using fur in all of its products resulted from the brand’s partnership with Fur Free Alliance, a coalition of more than 50 animal protection organizations from 40 countries.
The brand said that it will be committed to sustainability and social responsibility moving forward, starting with its new fur-free policy. According to Prada’s head designer Miuccia Prada, they will instead focus on “innovative materials” in its pursuit of creative design—noting that they will assure to meet the “demand for ethical products.”
CNN repotred that the decision—which takes effect after its Spring/Summer women’s collection in 2020—will apply in all of Prada’s other brands like Miu Miu, Church’s, and Car Shoe.
“The Prada Group is committed to innovation and social responsibility, and our fur-free policy is an extension of that engagement,” CNN quoted Prada’s statement as saying.
Many animal rights advocates have lauded Prada’s decision, with many saying it has now joined other big names in the industry to change their attitude towards animals.
People for the Ethical Treatment of Animals (PETA), however said that while it commends Prada for ditching fur, they said the brand must now also consider the idea of completely stripping down all exotic animal skins such as crocodile, lizard, and snake skins. This came after Prada clarified that it will still continue selling leather and other animal-based products.
According to non-profit organization Humane Society International, other famous fashion brands that are now fur-free include Burberry, Armani, Versace, Gucci, Chanel, Coach, Donna Karan, Michael Kors, Jimmy Choo, Diane von Furstenberg, Furla and Bottega Veneta. Designers that are still selling fur in the UK include Fendi, Max Mara, Celine, Valentino, Saint Laurent, and Dolce & Gabbana.
