Miuccia, new materials are also new frontier creativity

Prada enters the ‘fur-free’ family. From the women’s collections of spring / summer 2020, the Italian luxury group listed in Hong Kong will no longer use animal fur to make new products. The decision was in the air and was announced with the Fur Free Alliance (Ffa, which brings together over 50 organizations in more than 40 countries) and is the result of a positive dialogue between the Group, Ffa, Lav and The Humane Society of the United States.

For the creative mind, Miuccia Prada is an important milestone for a company that has its founding values ​​in innovation and social responsibility. “The research and development of alternative materials – he explained – will allow the company to explore new frontiers of creativity and, at the same time, respond to the demand for more responsible products”. Prada is just the latest luxury company to say goodbye to furs, in a sector that is increasingly attentive to sustainability issues, also due to the associated media returns. The top of the range is increasingly concentrated on the so-called ESG issues (acronym of environmental, social and governance).

An ethical attention that has however also an undoubted economic interest considering that – according to a research presented in March by McKinsey and Camera della Moda – in the next five years the purchasing managers of the major department stores in the world will double purchases of sustainable products, going from 23% to 42%, given that 7 out of 10 customers are willing to spend up to 10% more for a product that respects workers’ rights and the environment. In recent weeks there has been a renewed activism of the giants of the sector, with Kering who has published new standards for the welfare of the animals involved in its supply chain and has decided not to show minors models anymore, while Lvmh has signed an agreement of five years with UNESCO to support his program dedicated to man and biosphere. Not to mention the solidarity race taken after the Notre Dame fire in Paris.

However, in the ‘Fur-free’ Prada family it is not alone. Among the most famous fashion houses that have already said stop at furs are Giorgio Armani, Versace, Burberry, Michael Kors, Ralph Lauren and Gucci, up to the paladins of Fur-free Stella McCartney and Vivienne Westwood. Miuccia Prada in September of last year, at the presentation of the 2019 spring-summer collection, announced that the turning point was close: “I don’t want furs anymore – she said – they already represent only 0.1% of the product, but I don’t like ads, I will say that I don’t do them anymore when it will be done and finished “. The time has come.

Therefore, from next spring-summer, Prada will no longer use fur for new products, while the stock will continue to be on sale until stocks are exhausted.