When it comes to luxury and excess, fur has always been seen as the symbol of sheer opulence. Consider those decades gone-by, in which the monarchs and rulers of yesteryear patrolled their mansions wearing mink gloves and fur coats that trailed by their ankles, gnawing on some animal carcass and dribbling wine down their ten chins. To whom we are referring to here, we’re not sure. But it was a thing, that much we are sure.
Certainly, the times have changed quite considerably. While fur was once seen as an indication of wealth and status, now it’s merely a harbinger of distaste and no conscience. To see fur being worn today is to receive an open invitation to criticise someone on their decision and complete disregard for animal welfare.
As we continue to side with animals in this plight to ban fur, luxury fashion houses and designers have been copping the heat of the argument as pressure mounts on brands to ditch fur. Now, it’s Prada who joins the list as the brand announced that it will be going fur-free in 2020.
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As part of the #PradaGroup, #Prada has announced, in collaboration with the #FurFreeAlliance, that it will no longer use animal fur in its designs or new products, starting with #PradaSS20 Women’s collections. #PradaGroupFurFree #FurFreeRetailer #FutureofFashion #FurFree @lav_italia @humanesociety @FurFreeRetailer
The announcement comes as Prada joins the Fur Free Alliance, a coalition of more than 50 animal protection organisations from 40 countries, which led a campaign to pressure Prada to go fur-free in 2018. In September of last year, the FFA urged animal rights organisations to flood the Prada Group with phone calls, emails, and social media posts urging the company to stop using fur. Prada responded with a statement highlighting their increase in the usage of sustainable and technical fabrics, and promised to meet with animal rights activists. The decision to go fur-free seems to be the result.
Jon Vinding, chairman of the Fur Free Alliance (FFA), said: “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 head of the fashion chain, Miuccia Prada, elaborated on the announcement: “Focusing on innovative materials will allow the company to explore new boundaries of creative design while meeting the demand for ethical products.”
Having made the decision, Prada will not use animal fur in its designs or new products, however items already made will continue to be sold.
“With the Prada Group’s fur-free announcement, one of the biggest names in fashion just became a leader in animal welfare and innovation for generations to come,” PJ Smith, director of fashion policy at The Humane Society of the United States, said in a statement.
In making the decision, Prada now joins a growing list of fashion houses that have given up fur, including Burberry, Armani, Versace, Gucci, Chanel, Coach, Donna Karan, Michael Kors, Jimmy Choo, Diane von Furstenberg, Furla and Bottega Veneta.
Pressure now mounts on those designers that are continuing to sell fur in the U.K. and worldwide, including Fendi, Max Mara, Celine, Valentino, Saint Laurent and Dolce & Gabbana.