Luxury fashion labels Prada and Miu Miu are the latest brands to announce they are joining the fur-free movement.
The Prada Group, which owns Prada and Miu Miu announced that, in collaboration with the Fur Free Alliance, the two brands would be fur-free from their Spring/ Summer 2020 collections. They have committed to no longer incorporating animal fur, of any kind, into any of their designs or products. Existing stock that already contains the fur components will continue to be sold.
The decision to become fur-free labels follows Prada’s subjection to an animal rights campaign last year. Thanks to the Fur Free Alliance, animal rights organisations were urged to bombard the group with pleas that urged the company to stop using fur. After promising to look into more sustainable efforts and meet with animal rights activist, the Prada Group came to a decision.
“The Prada Group is committed to innovation and social responsibility, and our fur-free policy… is an extension of that engagement,” says Miuccia Prada in a statement released through the Alliance. “Focusing on innovative materials will allow the company to explore new boundaries of creative design, while meeting the demand for ethical products.”
The two brands join a growing list of fashion houses that have decided to ban fur from being used in their production line. In the industry today, it is being encouraged to use innovative and unconventional materials due to the high volume of waste the fashion sector creates.
Fur Free Alliance program manager, Brigit Oele says that this commitment from Prada Group showcases “that this global movement is gaining momentum fast. It’s very unlikely that fur will ever return as an acceptable trend.”
Simone Pavesi, the manager of the Animal Free Fashion Area for LAV, comments that, “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.”
What other brands do you want to see using more sustainable and innovative materials in the future? Let us know in the comments.