May 22, 2019 – Today, the Prada Group has announced that it will no longer use animal fur in its designs or new products, starting from their 2020 Spring/Summer Women’s collections. In collaboration with the Fur Free Alliance (FFA), a coalition of more than 50 animal protection organizations from over 40 countries, the Prada Group announcement follows positive dialogue between the luxury brand and FFA members, LAV and The Humane Society of the United States.

“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,” 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.”

Mark Glover, Campaigns Director for Respect for Animals which leads the FFA’s Fur Free Retailer programme in the UK said: “This announcement by Prada is great news and testament to the strength of the compelling anti-fur campaign. 100 million animals are killed every year just for their fur – a product nobody needs. The suffering these animals endure is extreme and completely unnecessary. Today’s announcement is another step towards the day when this appalling treatment of the animals we share the planet with is finally brought to an end.”

“The Fur Free Alliance applauds the Prada Group for going fur-free”, said Joh Vinding, Chairman of the Fur Free Alliance. “The Prada Group with its brands now joins a growing list of fur-free brands that are responding to consumers’ changing attitudes towards animals.”

 “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”, said Simone Pavesi, manager of the Animal Free Fashion Area for LAV.

Brigit Oele, program manager for Fur Free Alliance, said: “Prada Group was one of the fastest companies to go fur-free once positive dialogue began a little more than a year ago. The Fur Free Retailer Program includes 1,000 companies, showing that this global movement is gaining momentum fast, and it’s very unlikely that fur will ever return as an acceptable trend. This is a great day for animals!”