Prada has announced it is going fur-free across all of its brands

Italian luxury fashion house Prada has announced that it is dropping fur from all of its brands, including Miu Miu, Church's and Car Shoe from SS20.

The group's chief designer and figurehead Miuccia Prada said the decision had been reached following "positive dialogue" with animal welfare organisations.

"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," said Prada.

"Focusing on innovative materials will allow the company to explore new boundaries of creative design while meeting the demand for ethical products," she added.

The Italian group is the latest in a long line of luxury houses to swear off using fur and others have also committed to dropping exotic skins as well.

Since the beginning of 2017 alone Burberry, Versace, Gucci, Chanel, Coach, Donna Karan, Michael Kors, Jimmy Choo, Diane von Furstenberg, Columbia Sportswear, Farfetch, Yoox Net-a-Porter, Burlington, VF Corporation (parent of Timberland and The North Face), Tom Ford, John Galliano, Jean-Paul Gaultier and Furla, have all stopped using fur in their collections.

Prada's move drew praise from Humane Society International and the Humane Society of the United States. "Prada's fur-free announcement will send a clear message to the fashion industry and governments around the world that the biggest names in fashion are ditching fur cruelty and opting for innovative and animal-friendly alternatives. We are dedicated to ending this cruel trade once and for all," said HSI and HSUS president Kitty Block.