We all know that fur production is cruel to animals, bad for the environment, a risk to public health and completely unnecessary since quality alternatives are available. Despite an increasing number of fashion companies going fur-free, the family-owned Max Mara Fashion Group refused to discuss if and when they would cease to use real fur for their products. 

Gucci, Dolce & Gabbana, Prada, Armani and Versace – Many brands take a clear stance against real fur. Max Mara, however, kept selling products with real fur in 2024. In response, many animal welfare organisations around the world launched campaigns to urge Max Mara to go fur-free. Together with the international Fur Free Alliance, FOUR PAWS joined a global campaign during fashion week season from February to March 2024 to convince the brand of a fur-free future. Supporters around the world sent over 270,000 emails and made over 5000 calls and countless social media posts to Max Mara, urging the brand to do their part for a fur-free future. FOUR PAWS and other NGOs protested in front of Max Mara stores in more than 20 European cities. As a result, the fashion house disabled all comments on its Instagram channels and for the livestream of its runway show. 

Further, in the weeks following our #FurFreeMaxMara campaign, Max Mara Fashion Group removed products with real fur from their online stores, but remained silent on the reason for this decision. 

Then, on August 6, Max Mara Fashion Group confirmed having adopted a fur-free policy for all current and future collections of their brands. The company has 2,500+ stores in 105 countries and was previously selling mink gloves, fox fur cuffs and a raccoon dog key chain. FOUR PAWS and other NGOs welcome the brand’s decision to join a future with less animal-derived materials used in their supply chain. 

Thanks to our supporters’ commitment and engagement in this campaign, Max Mara could no longer ignore the public call for a fur-free commitment.