Creative director Miuccia Prada explained that the company “is committed to innovation and social responsibility,” and that its fur-free policy “is an extension of that engagement.”
The decision indicated the decision may fuel her creativity. “Focusing on innovative materials will allow the company to explore new boundaries of creative design while meeting the demand for ethical products,” she said.
In an additional sustainable move, rather than burning the existing fur products, Prada said “the inventory will be sold until quantities will be exhausted.”
Prada also revealed that the decision was made in collaboration with the Fur Free Alliance, a coalition of more than 50 animal protection organizations from more than 40 countries and “follows positive dialogue” with FFA members; LAV, which advocates for animal rights; and animal protection organization The Humane Society of the U.S.
“The Fur Free Alliance applauds the Prada Group for going fur-free,” said the organization’s chairman, Joh Vinding. The Italian luxury group, he underscored, “now joins a growing list of fur-free brands that are responding to consumers’ changing attitudes towards animals.”