// Prada has announced it is going fur-free from its SS20 womenswear collection
// UK-based animal charity Humane Society International has been urging Prada to drop fur in its collections since September
Prada has become the latest luxury fashion brand to announce it’s going fur-free in its collections.
The Italian fashion house said it will go completely fur-free from its SS20 womenswear collection.
Prada previously sold fur from mink, fox and rabbit.
The UK-based animal charity Humane Society International (HSI) has been working with Prada and has ran numerous campaigns since September, urging the label to drop fur in its collections.
HSI said Prada’s initiative to remove fur is “one of the most significant fur-free fashion statements yet” in its ongoing campaign to end the use of all fur worldwide.
Meanwhile, Prada head designer and founder of its subsidiary Miu Miu, Miuccia Prada said the group “is committed to innovation and social responsibility”.
She also said that the company would focus on innovative materials that would allow it “to explore new boundaries of creative design while meeting the demand for ethical products”.
HSI executive director Claire Bass said: “Prada Group’s historic announcement to go fur-free comes at a time when an unprecedented number of designers are turning their backs on the cruel fur trade and are fronting fashion based on fabric innovation instead of animal exploitation.
“Anti-fur policies like Prada Groups’s prove that forgoing fur isn’t a fast-fashion trend, it’s a step change to meet the demands of ever more socially and environmentally-conscious consumers.”
The charity is calling for the UK government to make Britain the first country in the world to ban the sale of animal fur.
However, many luxury labels in the UK continue to sell fur such as: Fendi, Celine, Valentino, Saint Laurent and Dolce & Gabbana.
On the other hand, Gucci has already dropped fur, as well as Versace, Burberry, Zadig & Voltaire, Jean-Paul Gaultier, Coach, Furla, DKNY, and Michael Kors.
Ecommerce label Net-A-Porter stopped using fur in its collections in 2017.
Prada has 10 outlets in the UK, including its flagship store in London’s Old Bond Street.