Joining the likes of Burberry, Gucci and Versace, Prada has announced its intentions to go fur-free by 2020.
According to the head of the fashion chain, Miuccia Prada, "Focusing on innovative materials will allow the company to explore new boundaries of creative design while meeting the demand for ethical products."
The announcement is the result of a collaboration with the Fur Free Alliance (FFA), a coalition of more than 50 animal protection organizations from 40 countries. Brigit Oele, program manager for the FFA, told the BBC: "Prada Group was one of the fastest companies to go fur-free once positive dialogue began a little more than a year ago." Joh Vinding, chairman of the FFA, added: "The Prada group with its brands now joins a growing list of fur-free brands that are responding to consumers' changing attitudes towards animals."
Per CNN, "The decision applies to all of the Italian fashion house's brands, including Miu Miu, Church's, Car Shoe and Prada itself. It will come into effect after the spring/summer 2020 women's collection."
Last spring, Burberry, faced similar pressure from activist groups, though their decision to go totally fur-free might've had something to do with an unlikely source: Meghan Markle. The Duchess of Sussex has worn Burberry in the past, but refuses to wear real fur. Might her position in the royal family have encouraged the storied brand to reconsider its use of animal fur for the sake of fashion? Crazier things have happened.