Following a global campaign by animal rights groups, the Italian luxury brand Max Mara has confirmed that it has gone fur-free. This decision comes after an 18-month-long campaign led by individual activists, the Coalition to Abolish the Fur Trade (CAFT), and the Fur Free Alliance, which mounted significant pressure on the fashion giant.
For some time, Max Mara had been at the receiving end of global protests demanding the end of its use of fur. Notably, the Fur Free Alliance along with Humane Society International and LAV flew a hot air balloon over Max Mara’s headquarters in Italy, last February during the Milan Fashion Week. The hot air balloon had a giant sign that read, “Max Mara GO FUR-FREE!” calling the Max Mara Fashion Group – owned by the Maramotti family—to eliminate fur from the collections of all its brands.
In an internal memo to its 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.” This new policy applies to all brands and subsidiaries within the Max Mara Fashion Group. Previously as part of their fur collection, Max Mara sold mink gloves, fox fur cuffs, and raccoon dog keychains.
In response to Max Mara’s decision, CAFT said, “Max Mara’s decision will spare countless animals a horrific life spent almost entirely in tiny wire cages.” The group has now shifted its focus to French luxury brand Anne Fontaine as their next target.
Max Mara is the latest global fashion house to adopt a fur-free policy. Other major fashion houses that have already gone fur-free include Dolce & Gabbana, Saint Laurent, Valentino, Prada, Gucci, Versace, Alexander McQueen, Balenciaga, and Armani. However, LVMH—owner of Louis Vuitton and Dior—has yet to follow suit.
