Prada Commits To Banning Fur

by: Rosie Dalton | 11 months ago | News

Image: fur on the runway at Prada. Image source.

A number of luxury fashion brands have banned the use of fur over recent years, including Gucci and Versace, while Chanel more recently became the first brand to ban exotic skins as well. But Prada is a major player that has been noticeably absent from the anti-fur movement. Which is why we are so pleased to report that the Italian house will stop using animal fur from spring-summer 2020 onwards.

This news follows a targeted public protest and behind-the-scenes discussions with activist groups, writes Business of Fashion. And the fur ban also encompasses the Miu Miu, Church's and Car Shoe brands, which are owned by the Italian luxury group.

The Prada Group has reportedly received thousands of emails” from animal rights activists and has been at the centre of campaigns by People for the Ethical Treatment of Animals (PETA) and Surge. This is in addition to being targeted by the Fur Free Alliance – an activist coalition made up of over 40 animal protection organisations including LAV and The Humane Society.

And, according to Prada Group’s head of marketing and communications, Lorenzo Bertelli, the brand’s fur ban is primarily a response to shifting consumer attitudes. “Fur has never been part of the main pieces of Prada,” he said, adding that the luxury label has already stopped showing animal fur on its catwalk. “People are always asking for a more sustainable approach from the company … [consumers are] different from the past. They think everybody needs to do their part to have a more sustainable world and future.”

Given that this latest fur ban is a direct result of activists’ lobbying efforts, it is a move that proves the power of collective consciousness when it comes to affecting positive change throughout the fashion industry.



This article reflects these values click to shop the value

This article reflects these values

Tap value for more information

Shop related categories