According to the company, it wants to focus on ‘meeting the demand for ethical products’, and will turn its focus to innovative materials.
The designer joins a growing list of designers and retailers that have recently banned fur, including Jean Paul Gaultier, Gucci, Versace, Armani, and Burberry.
“Focusing on innovative materials will allow the company to explore new boundaries of creative design while meeting the demand for ethical products,” Head of Prada, Miuccia Prada, said.
A post on thebrand’s social media said: “Prada has announced, in collaboration with the Fur Free Alliance, that it will no longer use animal fur in its designs or new products, starting with PradaSS20 Women’s collections.”
“The Prada group with its brands now joins a growing list of fur-free brands that are responding to consumers’ changing attitudes towards animals,” added Joh Vinding, Chairman of the Fur Free Alliance (FFA).
Others have commended the move – but pushed the chain to go further in a bid to become more ethical. “For years, PETA US has pushed Prada to reject cruelty from the inside – as a shareholder at the company’s annual meetings,” PETA US Senior Vice President of Campaigns, Dan Mathews, told Plant Based News.
“This follows over a decade of protests by PETA and our affiliates – including crashing catwalks and organising street demonstrations – calling on the label to shed its skins. Its decision to ban fur is a triumph for animals and activists.
“But while PETA applauds Prada for joining the ever-growing list of fashion houses that are dropping fur, we now urge the brand to follow in Chanel’s compassionate footsteps by also removing cruelly obtained exotic skins – including crocodile, lizard, and snake skins – from future collections. Most shoppers no longer wish to wear anything from any animal who was electrocuted, bludgeoned, and killed.”