#Prada Celebrates Going #FurFree, With #PradaSS20 Campaign Launch

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The high end fashion line is making a finally commitment toward sustainable fashion without the cost of fur. In a tweet Prada posted an announcement that with the launch of the Prada Spring Summer 2020 campaign, it will also launch their vows to stay fur free moving forward across all areas of their product line.

Peta has been a huge part of the reversal of us of fur, they too celebrated the end of the use of fur by the Italian fashion house.  The commitment stemmed from “a positive dialogue” as Prada describe their decision, with the Fur Free Alliance (FFA) of more than 50 associations in about 40 countries, notably the Italian group LAV and The Humane Society of the United States to join the likes of Armani, Burberry, DKNY, Donna Karan, Jean-Paul Gaultier, Gucci, Michael Kors and Versace to go fur free.

In their press release Prada said

Prada “is committed to innovation and social responsibility, and our fur-free policy … is an extension of that engagement,” artistic director Miuccia Prada was quoted as saying in the statement. “Focusing on innovative materials will allow the company to explore new boundaries of creative design while meeting the demand for ethical products.”

While fur is not a big seller among the high end brands its use came moreso to highlight the lifestyle it represents. In reality a fraction of most fashion groups’ sales in fact, and while figures for Prada were not available, at rival Gucci, which stopped using fur in 2018, it accounted for just 0.16 percent of the total.

For one I think things are moving in the right direction with highend lines setting the trend for fashion houses to come!


Image courtesy of Miguel Medina/AFP
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