The luxury Italian fashion house announced both PRADA and MIU MIU’s collections will be entirely fur free …
While brands like Stella McCartney and Calvin Klein have been fur free for almost twenty years, it has taken others longer to come around to the idea. But consistent pressure from activist groups like PETA, combined with the changing attitudes of consumers, has resulted in a number of luxury brands – including Michael Kors, Gucci and Versace – committing to fur free collections in the past year. Last September, London Fashion Week also committed to banning fur.
The latest luxury brand to join the movement is Prada, as the Italian fashion house announced today that it will be going fur free from SS20 which will include both Prada and Miu Miu brands.
“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 – is an extension of that engagement,” said Miuccia Prada. “Focusing on innovative materials will allow the company to explore new boundaries of creative design while meeting the demand for ethical products.”