Max Mara Fashion Group adopts fur-free policy!
The Italian fashion brand Max Mara Fashion Group has made a significant decision for the animals killed for their fur. The fashion brand will stop using fur from the fur industry, resulting from Project 1882’s long-term efforts to phase out fur farms.
In February 2024, Project 1882, together with other animal rights organizations around the globe, launched a campaign against the Italian fashion brand Max Mara, urging the company to stop using fur. During this year’s fashion weeks in New York, London, Milan, and Paris, Max Mara received over 270,000 emails, 5,000 phone calls, and countless social media posts from animal lovers around the world demanding that they adopt a fur-free policy. The fashion brand has now chosen to heed the strong public opinion against the fur industry.
– We are thrilled that Max Mara has made this important decision, which will spare countless animals' lives. The fur industry is highly contested and should belong in the history books, not on the runway, says Benny Andersson, CEO of Project 1882.
With over 2,500 stores in 105 countries and previously selling mink gloves, fox fur cuffs, and raccoon dog keychains, Max Mara now joins the major fashion houses that have already gone fur-free, including Dolce & Gabbana, Saint Laurent, Valentino, Prada, Gucci, Versace, Alexander McQueen, Balenciaga, and Armani.
– It is fantastic that more and more companies are saying no to fur. A reduced demand from designers and clothing brands combined with the fact that a large number of countries in both Europe and beyond have chosen to phase out the fur industry shows that the future without a doubt is fur-free, says Benny Andersson.
Max Mara’s new policy marks a significant step forward for a more animal-friendly fashion industry and puts pressure on other major players to follow suit. This decision would not have been possible without all those who have stood up for the animals and urged Max Mara to adopt a fur-free policy.
For over 50 years, Project 1882 has been working tirelessly to bring an end to fur farming. Through persistent work for the animals, the organization has successfully put pressure on Max Mara and other companies to say no to fur. Now, the work for a future without factory farms continues.
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