Fashion company Max Mara goes fur-free

Italian fashion company Max Mara has officially announced its commitment to a fur-free future.

“Max Mara, including the Max Mara Fashion Group (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,” Max Mara said.

The announcement follows a series of impactful campaigns. The campaign generated over 270,000 emails, 5,000 phone calls, and countless social media posts advocating for a fur-free policy at Max Mara. There was even a hot air balloon protest over Max Mara’s headquarters in Italy.

These efforts were organized under the direction of the Fur Free Alliance (FFA). The FFA is a coalition of more than 50 animal protection organizations from over 35 countries.

Joh Vinding, chairman of the FFA, commended the decision, noting, “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.”

Fur farms

The fur industry has long been criticized for its treatment of animals and environmental impact. Animals such as minks, raccoon dogs, and foxes suffer immensely on fur farms. They live in cramped conditions and facing inhumane deaths by gassing or electrocution.

Additionally, fur production is environmentally destructive, with farms and tanneries polluting soil and waterways with toxic chemicals.

By going fur-free, Max Mara joins other fashion powerhouses like Dolce & Gabbana, Saint Laurent, Valentino, Prada, Gucci, Versace, Alexander McQueen, Balenciaga, and Armani, all of whom have made similar commitments to ethical fashion.