After receiving hundreds of thousands of emails, thousands of phone calls, countless social media posts and even having a hot air balloon flown over its headquarters in Italy asking them to go fur-free, Max Mara Fashion Group has officially announced a fur-free policy.

In an internal memo to staff, Max Mara said, “The Company does not sell, online nor in any of its physical retail locations, any products made with fur, nor is there the intention to introduce any products made with fur into any upcoming collections of Max Mara Fashion Group brands.”

This was confirmed by a Max Mara executive, who added, “Max Mara, including the 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 numerous unsuccessful attempts at a dialogue with the brand by the Fur Free Alliance (FFA), a coalition of more than 50 animal protection organizations from over 35 countries, leading to its launch of 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.

Respect for Animals joined colleagues from other animal protection groups are an event outside the Max Mara shop on Old Bond Street, London. The campaign saw more than 270,000 emails, 5,000 phone calls and countless social media posts delivering a clear message asking Max Mara to go fur-free, as well as a hot air balloon blitz over the headquarters in Reggio Emilia. Activists around the world came together to ask Max Mara to do the right thing, and they listened, making it clear fur has no place in fashion.

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 Group 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.

Joh Vinding, Chairman of the Fur Free Alliance, said: “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.”

In September 2018, the Fur Free Alliance asked supporters to contact Prada urging them to go fur-free, and the Italian luxury brand heard the calls and went fur-free the following year. The Fur Free Alliance also worked with Gucci, Armani, Hugo Boss and many others to announce fur-free policies. Today, over 1500 brands and retailers have pledged to go fur-free by joining the Fur Free Retailer Program.