Prada Fur FreePrada joins other high-fashion brands like Gucci, Versace, Armani, Chanel, Michael Kors, Burberry and Coach, all companies that have abandoned fur in recent years.

Prada has announced it will stop using fur in its products and design beginning in February 2020. The decision applies to all of the Italian fashion house’s brands, including Miu Miu, Church’s, Car Shoe and Prada itself. It will come into effect after the Spring/Summer 2020 women’s collection.

The announcement is the result of a collaboration with the Fur Free Alliance, a coalition of more than 50 animal protection organizations from 40 countries, which led a campaign to pressure Prada to go fur-free in 2018. Prada has also worked with The Humane Society of the United States and LAV, an Italian organization for animal rights.

“The Prada Group is committed to innovation and social responsibility, and our fur-free policy (…) is an extension of that engagement,” head designer Miuccia Prada said 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.”

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Humane Society of the United States: Prada Group goes fur-free »