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A STEP FURTHER IN PROTECTING ANIMAL WELFARE

Italian luxury fashion house Prada has announced it will stop using fur in its products and designs 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. This policy will come into effect with the Spring/Summer 2020 women’s collection.
The Prada Group has been collaborating 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 – the brand previously sold fur from mink, fox and rabbit -. Prada has also worked with The Humane Society of the United States and LAV, an Italian organisation for animal rights.
“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,” 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.”
“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,” PJ Smith, director of fashion policy at The Humane Society of the United States, said in a statement.
Prada, Miu Miu, Church’s and Car Shoe join many other leading fashion brands and retailers in going fur-free: Burberry, Armani, Versace, Gucci, Chanel, Coach, Donna Karan, Michael Kors, Jimmy Choo, Diane von Furstenberg, Furla and Bottega Veneta have all stopped using fur in their collections.
While becoming fur-free is definitely a step toward protecting animal welfare, brands should not rest on their laurels and need to move further in their commitment to sustainability. To be an ethical business, brands need to take a 360 approach and consider their social practices across the whole business.

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