Daily Mail

Now fashion giant Prada goes fur-free

- By Dominique Hines

IT is a fashion brand loved by celebritie­s such as Kate Moss, Nicole Kidman and Gwyneth Paltrow.

Now Italian clothes giant Prada is following a new trend – by joining other fashion houses in ditching fur.

Prada, which has faced years of pressure from animal rights groups, yesterday said it would go fur-free before the end of 2019.

The 106-year-old company said the new policy will be introduced starting with the spring/summer 2020 collection, which is expected be showcased in September. However, existing collection­s, which may contain fur, will continue to be sold.

Head designer Miuccia Prada said: ‘The research and developmen­t of alternativ­e materials will allow the company to explore new frontiers of creativity.’

The Milan-based group, which has annual revenues of around £3billion, said it is now working with the Fur Free Alliance. Miss Prada stressed: ‘Innovation and social responsibi­lity are part of the founding values of the Prada Group and the decision to sign the furfree policy represents an important milestone.’ Animal rights groups Peta said: ‘Its decision to ban fur is a triumph for animals and activists.’

Other fashion houses to ditch fur in recent years include Chanel, Burberry, Versace and Gucci. Fur farms were banned in the UK in 2003 but still operate in China and other countries. Campaigner­s claim animals, including rabbits and foxes, are sometimes skinned alive.

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