Today, the Prada Group announced that it will no longer use animal fur in its designs or new products, starting from the SS2020 Women’s collections. The existing inventory will be sold until stocks are exhausted. In collaboration with the Fur Free Alliance (FFA), a coalition of more than 50 animal protection organisations from over 40 countries, the Prada Group announcement follows positive dialogue between the luxury brand and FFA members, LAV and The Humane Society of the United States.
“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.”
Thomas Pietsch, FOUR PAWS Wild Animal Expert
“The Prada Group is committed to innovation and social responsibility, and our fur-free policy, reached following 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.”
“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.”
Brigit Oele, program manager for the 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. The Fur Free Retailer Program includes 1,000 companies, showing that 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!”
About the Fur Free Alliance:
FFA is an international coalition of over 50 animal protection organisations working together to put an end to the exploitation and killing of animals for their fur. The FFA represents millions of supporters throughout the world.
Active in over 30 countries, the Fur Free Retailer program is an international initiative by the Fur Free Alliance and is the world’s leading program to connect fur-free companies to consumers seeking ethical goods: www.furfreealliance.com –www.furfreeretailer.com
FOUR PAWS is an international animal protection organisation with headquarters in Vienna, Austria. Founded by Heli Dungler in 1988, the organisation strives to help animals in need through work which is based on substantiated research and scientific expertise, as well as national and international lobbying. FOUR PAWS focuses on animals who suffer under human influence: stray animals, animals used in fashion, companion animals, wild animals and farmed animals.
With offices in Australia, Austria, Belgium, Bulgaria, Germany, Hungary, Kosovo, Netherlands, South Africa, Switzerland, Thailand, Ukraine, United Kingdom, USA and Vietnam, FOUR PAWS aims to help animals in need directly and quickly.