Prada has announced that it will finally ban the use of all fur in future fashion lines. The major fashion company joins a growing list of designers who have been successfully pressured by animal rights advocates to ban fur from their products. Starting in 2020, the company will no longer introduce items with fur, but those currently in circulation will still be available for purchase.

Prada’s decision comes as interest in ethical and sustainable fashion mounts among consumers.

“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,” head of Prada Miuccia Prada said in a statement. “Focusing on innovative materials will allow the company to explore new boundaries of creative design while meeting the demand for ethical products.”

Related: Burberry vows to stop burning unsold clothes and using real fur

With this major victory, animal rights groups now plan to focus their attention on urging Prada, as well as other companies, to ban exotic skins, such as alligator and snakeskin items, from future lines. PETA has already purchased enough stock in the fashion company to suggest shareholder resolutions that would allow a vote on the use of exotic skins.

Prada has experimented with fur alternatives, including using materials from teddy bear manufacturer Steiff; however, environmentalists also argue that many fur alternatives utilize microplastics, which do not biodegrade and wreak havoc on waterways and marine ecosystems.

Via EcoWatch

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