The Prada Group announced Wednesday that it has made the decision to stop using animal fur in its designs and products, starting from its Spring/Summer 2020 Women’s Collection.

According to a press release, the fur-free policy is the result of talks between the fashion house, Italian welfare group LAV and The Humane Society of the United States.

“The Prada Group is committed to innovation and social responsibility, and our fur-free policy – reached following a positive dialogue with the Fur Free Alliance, in particular with LAV and the Humane Society of the United States — is an extension of that engagement,” said Miuccia Prada, head of the Italian fashion company. “Focusing on innovative materials will allow the company to explore new boundaries of creative design while meeting the demand for ethical products.”

“The Fur Free Alliance applauds the Prada Group for going fur-free,” said Joh Vinding, chairman of the Fur Free Alliance — a coalition of over 50 animal protection organizations from more than 40 countries. “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 Prada Group was one of the fastest companies to go fur-free once positive dialogue began a little more than a year ago,” added Brigit Oele, program manager for Fur Free Alliance. “The Fur Free Retailer Program includes 1,000 companies, showing that this global movement is gaining momentum fast, and it’s very unlikely that fur will ever return as an acceptable trend. This is a great day for animals!”

Prada joins other famous fashion brands that have banned the use of fur in their designs in recent years, including Versace, Armani, Gucci, Coach, Burberry, Chanel and Michael Kors.

According to the Fur Free Retailer program, fur is the pelt of any animal — including, but not limited to, mink, fox, rabbit, karakul lamb, and raccoon dog — killed mainly for its fur. Prada said it is dedicated to developing humane alternatives; however, it will continue to sell leather and other products, including sheepskin and calfskin. We hope to see Prada soon ditch all animal products, and go completely cruelty free.