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Prada goes fur free

23.5.2019

Joins over 1000 companies in fur free movement

Cape Town – May 22, 2019 – Today, the Prada Group announced that it will no longer use animal fur in its designs or new products starting from the Spring/Summer 2020 Women’s collections.

In collaboration with the Fur Free Alliance (FFA), a coalition of more than 50 animal protection organizations from over 40 countries including FOUR PAWS, the Prada Group announcement follows positive dialogue between the luxury brand and FFA members, LAV and The Humane Society of the United States.

Thomas Pietsch, Wild Animal Expert and FFA member from FOUR PAWS, explained,  “The Prada Group is among many high-profile frontrunners who support a forward-thinking attitude as fur in fashion becomes less and less attractive. Consumers want to support companies that care about animal protection and are interested in the many alternatives to real fur that are already used in the fashion industry.”

“Having such a prestigious brand commit to going fur free is huge. It send a powerful message to the fur industry, the market, the suppliers, that trends are changing and humane treatment of living beings is a priority. We hope additional brands will follow in the footsteps of these fashion moguls.”

- Fiona Miles, Director of Four Paws in South Africa

Prada joins the fur-free movement with fashion icons including Gucci, Hugo Boss, Armani, and the VF Corporation, some of which owns nearly 30 fashion brands such as The North Face, Vans, Timberland, Lee, and Dickies.

Consumers are also in support of these changes. A 2017 survey of Massachusetts residents revealed 64% supported a state-wide ban on the sale of clothing that contained animal fur.

Miuccia Prada offered a statement for the Fur Free Alliance: “The Prada Group is committed to innovation and social responsibility, and our fur-free policy - reached following a positive dialogue with the Fur Free Alliance, in particular with LAV and the Humane Society of the United States - is an extension of that engagement. Focusing on innovative materials will allow the company to explore new boundaries of creative design while meeting the demand for ethical products.”

FOUR PAWS International has been an active member of the Fur Free Alliance (FFA) and joins the international coalition of over 50 organizations working together to put an end to the exploitation and killing of animals for their fur. The FFA represents millions of supporters throughout the world. Run in over 30 countries, one of the major international initiative of the Fur Free Alliance is the Fur Free Retailer program: The world’s leading program to connect fur-free companies to consumers seeking ethical goods. For more information, visit www.furfreealliance.comwww.furfreeretailer.com

FOUR PAWS is the global animal welfare organisation for animals under direct human influence, which reveals suffering, rescues animals in need and protects them. Founded in 1988 in Vienna by Heli Dungler, the organisation advocates for a world where humans treat animals with respect, empathy and understanding. FOUR PAWS’ sustainable campaigns and projects focus on companion animals including stray dogs and cats, farm animals and wild animals – such as bears, big cats, orangutans and elephants – kept in inappropriate conditions as well as in disaster and conflict zones. With offices in Australia, Austria, Belgium, Bulgaria, Germany, Kosovo, the Netherlands, Switzerland, South Africa, Thailand, Ukraine, Hungary, the UK, the USA and Vietnam as well as sanctuaries for rescued animals in twelve countries, FOUR PAWS provides rapid help and long-term solutions. www.four-paws.org