Major Victory! Max Mara Fashion Group Chooses Compassion By Going Fur-Free

Fashion giant Max Mara recently made a groundbreaking announcement that they will no longer use fur in their collections. This decision comes after a successful global campaign led by the Fur Free Alliance, a coalition of over 50 animal protection organizations.

In an internal memo send to staff, Max Mara stated, “The Company does not sell, online nor in any of its physical retail locations, any products made with fur, nor is there the intention to introduce any products made with fur into any upcoming collections of Max Mara Fashion Group brands.”

The statement was confirmed by a Max Mara executive, who added, “Max Mara, including the MMFG and any subsidiaries, has adopted a fur-free policy and has no intention of introducing fur into any upcoming collection for any of the MMFG brands.”

After a global campaign led by the Fur Free Alliance coalition in over 35 countries, which included prominent partners such as Humane Society International (HSI), Max Mara has committed to going fur-free. This significant decision was made public following fashion weeks in London, New York City, Milan, and Paris, where the campaign garnered worldwide attention.

The campaign accumulated more than 270,000 emails, 5,000 phone calls, and countless social media posts delivering a clear message asking Max Mara to go fur-free.

In addition, in February, HSI/UK, FOUR PAWS UK, and Respect for Animals held a peaceful demonstration outside Max Mara’s Old Bond Street store in London, highlighting the cruel reality of fur farming and calling on the brand to stop selling cruelty. In Italy, HSI/Europe and LAV flew a hot-air balloon over Max Mara’s headquarters in the city of Reggio Emilia during Milan Fashion Week, displaying a fur-free message.

“Congratulations to Max Mara for joining so many other fashion brands and retailers that have already taken a stand against the cruel fur trade,” said P.J Smith, director of fashion policy at HSI and the Humane Society of the United States (HSUS). “Activists around the world came together to ask Max Mara to do the right thing, and they listened, making it clear fur has no place in fashion. Let’s celebrate this win for animals and a fur-free future!”

“The Fur Free Alliance applauds Max Mara for going fur-free. Max Mara was one of the last global fashion brands that still sold fur, so we’re glad they have now joined a growing list of fur-free brands that want nothing to do with animal cruelty associated with the fur trade,” said Joh Vinding, chairman of the Fur Free Alliance.

Max Mara Fashion Group has 2,500+ stores in 105 countries and was previously selling items such as mink gloves, fox fur cuffs, and raccoon dog key chains. The brand now joins the world’s major fashion-houses that have already gone fur-free, including Dolce & Gabbana, Saint Laurent, Valentino, Prada, Gucci, Versace, Alexander McQueen, Balenciaga, and Armani.

Today, over 1,500 brands and retailers have pledged to go fur-free by joining the Fur Free Retailer Program.

Tens of millions of animals suffer and die each year in the global fur trade. The majority of the animals killed for fur are reared in barren battery cages on fur farms. We must continue to urge all fashion brands around the world to Make Compassion The Fashion by going fur-free!