What is going to happen to denim jackets embellished with mink fur collars? What about mink earflaps? What is going to happen to coyote fur gloves? What about leather, fabric and volpetta bags? In other words, what will become of all items of clothing and fur accessories, made by Prada, for sale at extraordinary prices? They will be forgotten or collectors will place them in their wardrobes. In fact, Miuccia Prada and Patrizio Bertelli announced that all the brands of the group (including flagship brands Prada and Miu Miu, together with Church’s and Car Shoe) will no more present fur in their new products, starting from Spring-Summer 2020 collection. Conversely, as for fur articles currently stored, they are going to sell them out.
Prada announced they focused their attention on the fur definition provided by the Fur Free Retailer Program: “The fur of animals killed mainly for their pelt”. Consequently, the group will remove from their collections (among others) minks, foxes, rabbits, raccoons and karakul sheep, whereas they will still make use of sheep and bovine hides, since they are “by-products of the meat industry”. Miuccia Prada and Patrizio Bertelli will commit to replacing fur with “alternative (so they say, editor’s note) cruelty-free ones developed by man’s creativity”.
Of course, Fur Free Alliance, Lav and Human Society, animal-rights organizations involved in Prada’s fur free new strategy, are happily celebrating the group’s decision. In doing so, they have been adding another notch on their belt, following – among others – Calvin Klein, Gucci, Burberry, Kors and all the fashion brands that turned to fur free over the last five-year periods. In contrast, the International Fur Federation considers Prada’s choice to be a tribute to a self-styled green school of thought, according to which sustainability hangs, for example, on synthetic materials to the detriment of the natural ones: “I am rather surprised at the decision made by Prada, which is a brand traditionally committed to sustainability. Actually, I do not understand why they have decided to leave out fur, which is a natural product – commented in a press release Mark Oaten, IFF president –. At this point their customers will have just one option, synthetic fur, which is harmful to the planet”. Oaten asked the fashion brand to let consumers free to make their own choice: “I ask Prada to think it over again and let their clients opt for the material they like the best: either natural or plastic fur”.