Prada announces it will go fur-free

Luxury fashion brand Prada announced Wednesday that it would remove all animal fur from its line of clothes, becoming the latest brand to shun animal products in favor of synthetic, eco-friendly alternatives.

In a tweet Wednesday morning, the brand wrote that “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.”

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 pic.twitter.com/Np6HCL0w2d

— PRADA (@Prada) May 22, 2019

Italian billionaire Miuccia Prada, the brand’s owner, added in a statement that “focusing on innovative materials will allow the company to explore new boundaries of creative design, while meeting the demand for ethical products.”{mosads}

Existing supplies of clothing with fur will be sold until supplies run out, The Associated Press reported.

Prada joins several other major fashion brands in announcing that it will not use fur in its products, with Burberry, Versace and Gucci making similar decisions the past couple years.

Other brands such as Armani and Michael Kors also are fur-free, according to the Fur Free Alliance, an advocacy group calling for the end of the use of animal products by European fashion companies that had previously pressured Prada to follow suit.