Milan-based Prada Group announced today (May 22, 2019) that Prada and Miu Miu will cease making use of fur in clothing and accessories starting with spring 2020 offerings.
The announcement was made in partnership with the Fur Free Alliance, a group of 40 animal-protection organizations from 30-plus countries, which had targeted Prada in fall 2018 with an email and phone campaign in an effort to pressure to the brand to go fur free.
In a press release, Prada creative director Miuccia Prada stated, “The Prada Group is committed to innovation and social responsibility, and 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. Focusing on innovative materials will allow the company to explore new boundaries of creative design while meeting the demand for ethical products.”
With this new mandate, Prada and Miu Miu join a club of fur-free brands including Gucci, Burberry, Versace, Michael Kors, and Jimmy Choo.
While multiple labels have joined the cause, it’s been pointed out by some environmental activists that faux fur comes with its own set of problematic issues.
It will be interesting to see how true Prada label lovers will respond to this change. One has to assume the change will help drive up the price for vintage Prada fur pieces.