Fashion giant Max Mara has announced it will no longer include fur in its collections, marking a significant shift for the brand. This decision follows a global campaign spearheaded by the Fur Free Alliance, which includes over 50 animal protection organizations.
In an internal memo, Max Mara communicated to staff that the company will cease selling any fur products, whether online or in physical stores. They have confirmed that there are no plans to reintroduce fur into any future collections across Max Mara Fashion Group brands.
The commitment to a fur-free policy was publicly disclosed after major fashion weeks in London, New York City, Milan, and Paris, where the Fur Free Alliance’s campaign drew considerable attention. The campaign generated over 270,000 emails, 5,000 phone calls, and numerous social media messages urging Max Mara to adopt a fur-free policy.
Additionally, in February, peaceful demonstrations were held outside Max Mara’s Old Bond Street store in London by HSI/UK, FOUR PAWS UK, and Respect for Animals, drawing attention to the realities of fur farming. In Italy, during Milan Fashion Week, HSI/Europe and LAV used a hot-air balloon to display a fur-free message over Max Mara’s headquarters in Reggio Emilia.
P.J. Smith, director of fashion policy at HSI and the Humane Society of the United States, praised Max Mara for joining other major brands in rejecting fur. He noted that the global activism had effectively influenced the brand’s decision, celebrating it as a win for animals.
Joh Vinding, chairman of the Fur Free Alliance, also commended Max Mara for its fur-free commitment, highlighting that the brand was one of the last major global fashion labels still selling fur. He welcomed Max Mara into the growing list of fur-free brands.
Max Mara, with over 2,500 stores in 105 countries, previously offered items such as mink gloves, fox fur cuffs, and raccoon dog key chains. The brand now joins numerous other major fashion houses that have gone fur-free, including Dolce & Gabbana, Saint Laurent, Valentino, Prada, Gucci, Versace, Alexander McQueen, and Armani.
Currently, more than 1,500 brands and retailers have pledged to be fur-free through the Fur Free Retailer Program. The global fur trade causes significant suffering and death among animals, many of whom are confined in harsh conditions on fur farms.