Over the past year, fashion’s biggest names have changed their attitudes towards the use of fur. More and more names are turning away from the controversial material, including, but not limited to, Gucci, Burberry, Chanel, Jean Paul Gaultier, Versace, Tom Ford, John Galliano, Coach, LFW, and even the city of LA.

Now, Prada has announced it would be joining the cause, promising to no longer use fur in its collections from the SS20 womenswear show in September – selling its leftover material until depleted, over burning it. 

Working closely with the Fur Free Association – we’re sure Pamela Anderson’s letter to designer Miuccia Prada also had something to do with it – the ban is part of the label’s commitment to innovation and social responsibility. “Focusing on innovative materials will allow the company to explore new boundaries of creative design while meeting the demand for ethical products,” Miuccia tells WWD. 

With yet another major brand moving away from the use of fur in its collections, it will likely not be long before more labels follow suit.