Following months of discussion with the Fur Free Alliance, the Prada Group is finally taking a step in the right direction by announcing that it’ll stop using fur, a decision that will span across all of the Italian house’s brands such as Miu Miu, Car Shoe, and Church’s. 

The ethical call might only take effect in February next year — starting from the Women’s Spring Summer 2020 collections — but it’ll be a big leap of progression for the industry. 

Fur pieces from Prada’s Autumn/Winter 2014 Ready-to-Wear collection. (Image credit: Vogue UK)

“The Prada Group is committed to innovation and social responsibility, and our fur-free policy (…) is an extension of that engagement,” said its Creative Director Miuccia Prada on the initiative. “Focusing on innovative materials will allow the company to explore new boundaries of creative design while meeting the demand for ethical products.” 

The decision mustn’t have been an easy one for the label, especially when fur products like its coats make a substantial part of their winter collection annually. Yet it only took several months for Prada to be convinced, making them “one of the fastest companies to go fur-free once positive dialogue began,” according to Brigit Oele, program manager for Fur Free Alliance. 

While it won’t be pulling them off its shelves now, Prada will phase out its fur products until its inventory is exhausted. It will however, continue to sell its famous leather goods and other products, as long as they’re considered to be a by-product of the meat trade.

(Image credit: Vogue UK)

Other notable fashion houses that have joined the revolution include Burberry, Versace, Chanel, Bottega Veneta, Donna Karan, and Coach, but Prada remains to be “one of the biggest names in fashion [to become] a leader in animal welfare and innovation for generations to come,” said PJ Smith, director of fashion policy at The Humane Society of the United States. 

This is a triumphant day for all critters indeed. 

Shatricia Nair
Senior Writer
Shatricia Nair is a motoring, watches, and wellness writer who is perpetually knee-deep in the world of V8s, tourbillons, and the latest fitness trends. She is fuelled by peanut butter and three cups of coffee a day.