The Prada Group announced last week that it will no longer use animal fur in its designs or new products, starting from SS2020 Women’s collections.

The inventory will be sold until quantities will be exhausted.

In collaboration with the Fur Free Alliance (FFA), a coalition of more than 50 animal protection organizations 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 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,” said the artistic director of the fashion house, Miuccia Prada.

“Focusing on innovative materials will allow the company to explore new boundaries of creative design while meeting the demand for ethical products," she noted.

“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.”

“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.

“With the Prada Group’s fur-free announcement, one of the biggest names in fashion just became a leader in animal welfare and innovation for generations to come,” said PJ Smith, director of fashion policy at The Humane Society of the United States.