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Prada will no longer be using fur in its products starting in February 2020. This is applicable to all of the Italian fashion house’s brands, including Miu Miu, Church’s, Car Shoe and Prada itself.

The change came as a result of the association with the Fur Free Alliance which campaigned in 2018 compelling Prada to go fur-free.

“The Prada Group is committed to innovation and social responsibility, and our fur-free policy (…) is an extension of that engagement,” head designer Miuccia Prada said in a statement. “Focusing on innovative materials will allow the company to explore new boundaries of creative design while meeting the demand for ethical products.”

“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.

Joh Vinding, chairman of the Fur Free Alliance, had good things to say about the decision and stated, “The Prada Group with its brands now joins a growing list of fur-free brands that are responding to consumers’ changing attitudes towards animals.”

Prada has made it clear to CNN that their decision is limited to the use of fur and they will still continue to sell leather and other products.

As a response to their decision, PETA stated that while Prada is applauded for their attempt to go fur-free, it now encourages the brand to take a step further and “follow in Chanel’s compassionate footsteps by also removing cruelly obtained exotic skins — including crocodile, lizard, and snake skins – from future collections. Most shoppers no longer wish to wear anything from an animal who was electrocuted, bludgeoned, and killed.”

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