Prada is next fashion chain to go fur-free

FASHION chain Prada will stop selling furs, in a major victory for animal rights campaigners.

It will ditch them from its 2020 summer collection onwards following talks with the Fur Free Alliance group.

It follows similar action by Gucci, Armani, Hugo Boss, Tom Ford, Versace and Net-a-Porter, after an outcry over cruelty at fur farms.

Head designer Miuccia Prada said the firm will maintain its high-fashion look with ethical alternative materials. All the Italian firm’s brands will ditch fur, including Miu Miu, Church’s, Car Shoe and Prada itself.

The Fur Free Alliance is a group of more than 50 organisations from 40 countries.

It launched a campaign against Prada last year, and said: ‘The decision to go fur-free is consistent with the new concept of ethical luxury, and meets the expectations of new consumers who are more careful in choosing sustainable products that respect the environment and animals.’

Activist group Peta welcomed the decision but urged Prada to follow Chanel by also axing its use of exotic skins such as crocodile, lizard and snake.