Massive support by compassionate consumers from across the world, urging it to go fur-free, has encouraged Max Mara Fashion Group to officially announce a fur-free policy.
The company’s announcement follows a global campaign launched by the Fur Free Alliance, a coalition of over 50 animal protection organisations, including Humane Society International. The campaign, held during fashion weeks in February 2024 in New York City, London, Milan, and Paris, urged the Italian fashion giant to adopt a fur-free policy.
Operator of over 2,500 stores in 105 countries, Max Mara Fashion Group previously sold items such as mink gloves, fox fur cuffs, and raccoon dog key chains. By going fur-free, the brand joins other major fashion houses that have already taken this ethical step, including Dolce &Gabbana, Saint Laurent, Valentino, Prada, Gucci, Versace, Alexander McQueen, Balenciaga, and Armani.
JohVinding, Chairman, Fur Free Alliance, says, Max Mara was one of the last global fashion brands that still sold fur. But now, they have now joined a growing list of fur-free brands that want nothing to do with the animal cruelty associated with the fur trade.”
Tens of millions of animals suffer and die each year in the global fur trade, with the majority being reared in barren battery cages on fur farms. Fur farming has been banned in 21 European countries, including Austria, Belgium, Croatia, Czech Republic, Estonia, France, Ireland, Italy, Latvia, Lithuania, Luxembourg, Malta, Netherlands, Slovakia, Slovenia, Bosnia and Herzegovina, Guernsey, Norway, United Kingdom, North Macedonia, and Serbia. Strict regulations have effectively ended fur farming in Switzerland and Germany, and measures in Denmark, Sweden, and Hungary have ended the farming of certain species.
