Joh Vinding, chairman of the Fur Free Alliance (FFA), said: "The Prada group with its brands now joins a growing list of fur-free brands that are responding to consumers' changing attitudes towards animals." The FFA is a coalition of more than 50 animal protection organisations. Animal fur will not be used in its designs or new products, but items already made will continue to be sold. "Focusing on innovative materials will allow the company to explore new boundaries of creative design while meeting the demand for ethical products," said the head of the fashion chain, Miuccia Prada. The change will take effect in the spring-summer 2020 women's collection and also covers the brands Miu Miu, Church's and Car Shoe. Last year, British luxury goods maker Burberry announced it would stop using real fur in its products and would phase out existing fur items, while luxury fashion brand Gucci stopped using fur in its spring-summer 2018 collection. Campaigners stepped up their calls for Prada to stop using fur last year, when, according to the Humane Society, Prada was selling jackets made of fox fur and minx fur.”

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