Milan/Vienna, 6 August, 2024 – Today Max Mara Fashion Group has officially announced a fur-free policy.

This decision follows hundreds of thousands of emails sent to the company, dozens of street actions in front of Max Mara stores all over Europe and even a hot air balloon flown over the company’s headquarter in Italy calling on them to go fur-free. The leap to a kinder future with less animal-derived materials used in their supply chain is greatly welcomed by global animal welfare organisation FOUR PAWS.

A Max Mara executive announced: “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.”

This announcement comes after the Fur Free Alliance (FFA), a coalition of more than 50 animal protection organisations from over 35 countries, launched a global campaign during fashion weeks in February 2024 in New York City, London, Milan, and Paris urging the Italian fashion giant to adopt a fur-free policy. The campaign also saw more than 270,000 emails, 5,000 phone calls and countless social media posts delivering a clear message asking Max Mara to take the leap into a fur-free future.

Joh Vinding, Chairman of the FFA, says: “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 industry – animal cruelty and ecological nightmare 

On fur factory farms, wild animals such as minks, raccoon dogs and foxes spend their entire lives in wire-bottom cages, deprived of the ability to engage in natural behaviours — only to be killed by gassing or anal-electrocution. In the wild, animals are held in traps for days without food or water until trappers come to retrieve them, often gnawing off their own limb first in a desperate attempt to escape.

Fur production is also environmentally devastating. Fur factory farms and tanneries are extremely harmful to our soil and waterways — pumping waste and the toxic chemicals into the surrounding environment. And the traps meant to kill fur bearing animals are indiscriminate, often maiming and killing non-target animals, like endangered species and people’s pets. All told, the fur industry is an environmental nightmare.

Max Mara: A fashion giant going fur-free

Max Mara Fashion Group has 2,500+ stores in 105 countries and was previously selling mink gloves, fox fur cuffs and a raccoon dog key chain. 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.

Fur Free Retailer Program
The Fur Free Retailer Program is the world's leading initiative to connect fur-free businesses with consumers looking for ethically produced products. The program is an initiative of the Fur Free Alliance (FFA), which is active in over 35 countries around the world. The Alliance is an international coalition of over 50 animal welfare organisations working together to end the breeding and killing of animals for their fur. More than 1,500 brands and retailers are now part of the initiative. 

FOUR PAWS is the official representative of the Fur Free Retailer Program in Austria, Australia, Bulgaria, Germany, the United States and South Africa. The global animal welfare organisation offers support and advice to companies aiming for a demonstrably fur-free new start. To this end, FOUR PAWS is available as a contact and mediator in the high-profile joining of the international FFR Program.