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The Australian arm of animal protection agency Four Paws has joined a global push against Prada.

The organisation is urging the fashion brand to adopt a fur-free policy.

Competitors like Burberry, Gucci, Versace, Armani, Michael Kors, Donna Karan and Hugo Boss are among brands to take the pledge.

This month, Four Paws and other FFA members have been encouraging supporters worldwide to send a protest e-mail or call Prada urging them to drop fur.

To date, over 63,000 people have sent a letter to Prada asking they commit to go fur-free.

Four Paws Australia has joined the fight, Four Paws wild animal expert Thomas Pietsch confirmed.

“We want to draw attention on Prada’s fur policy during an extremely important time in fashion, the four big fashion weeks in New York City, London, Milan and Paris.

"We’re encouraging Prada to join the frontrunners in the rejection of fur at a time when more and more major brands are choosing to replace animal fur with innovative alternative materials that are free from cruelty."

Countries like Norway, the Netherlands and Belgium are distancing themselves from animal cruelty by banning fur farming.

Additionally, major cities from San Francisco to São Paulo have banned the sale of fur and the United Kingdom, which banned fur farming in 2000, are now looking to ban fur sales as well.

Four Paws Australia country director Jeroen van Kernebeek said times are changing.

“This global trend, which is also evident here in Australia, is a direct response to changing consumer demand. Ethical consumers are shaping trends in many industries, especially in the fashion industry where ‘ethical fashion’ is taking over catwalks, designer labels and moving into the mass market."

 

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