Prada Menswear AW 19, photo courtesy of Prada
The debate about the use of fur in the fashion industry has remained a constant point of contention between couturiers and animal rights’ activists for decades. Protests show no signs of growing quieter and it seems that calls to end the use of animal products in clothing from groups such as PETA and the Fur Free Alliance are been taken heed of by the world’s fashion leaders. Meanwhile, Fashion week attendees now receive official notices advising them against wearing fur to events, and a lack of fur on the high street reflects the 95% of the British public who would not wear it.
Yesterday, the Prada Group announced it will no longer be using real fur in its designs or new products across its apparel, footwear and accessories brands as of its SS 2020 Women’s collections. The move follows in the footsteps of similar decisions regarding ethical production by other influential fashion houses such as Burberry, Gucci and Giorgio Armani.
“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,” said PJ Smith, director of fashion policy at The Humane Society of the United States.
Prada Menswear AW 19, photo courtesy of Prada
Prada already showed a preference for faux fur over authentic pelts as they sent eccentric and textured synthetic fur looks down the catwalk at Milan Fashion Week Men’s last year. Whilst the fur aesthetic is still very much in demand, such collections prove that designers can still create extravagant and opulent looks whilst not undermining the efforts of animal welfare movements.
“The Prada Group is committed to innovation and social responsibility, and our fur-free policy is an extension of that engagement,” said the brand’s matriarch, Miuccia Prada. “Focusing on innovative materials will allow the company to explore new boundaries of creative design while meeting the demand for ethical products.”
As the fashion world grows increasingly conscious of the need to produce ethically sustainable goods, eyes are on the dwindling number of luxury houses that have yet to ban fur such as Fendi, Dior, Saint Laurent and Louis Vuitton. With the technology available today to replicate the textures, colours and forms that have made animal prints a timeless trend, these designers are only running out of excuses to make the swap.