MILAN, 6 AUGUST 2024 – 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

9 FEBRUARY 2024 – Today, the Fur Free Alliance launched a global campaign urging Italian fashion giant Max Mara to join its competitors—including Gucci, Versace, Armani, Prada, Valentino, Dolce & Gabbana and many others—in adopting a fur-free policy. The campaign will take place during fashion weeks in New York City, London, Milan, and Paris. With

GERMANY, 3 MAY 2023 – Global animal welfare organisation FOUR PAWS and the Fur Free Alliance welcome sports apparel brand PUMA as its newest prominent partner. Although PUMA does not currently have any fur products in its range, the company reaffirms its rejection of fur products by joining the international Fur Free Retailer Program. As

MILAN, 31 JANUARY 2022 – The Fur Free Alliance, and its nearly 60 members around the globe, celebrates Italian luxury brand Dolce&Gabbana for no longer using animal fur in any of its collections starting in 2022. The new policy is in accordance with the Fur Free Alliance’s guidelines. Dolce&Gabbana will be working with furriers to

LONDON, 2 DECEMBER 2021 – Today ELLE magazine announced that it has committed to ending the promotion of animal fur in its pages and online. The announcement was made today at Business of Fashion’s 2021 VOICES event in London and follows a dialogue between ELLE brand owner, Lagardère Group, the Humane Society of the United

USA, 10 DECEMBER 2020 – Released today, “Hide” follows three interconnected stories behind a single fur coat from the trapper who catches the fox, to the seamstress who sews the fur coat, to the shopper, played by Suvari, who buys it. The thought-provoking film highlights the cruelty behind the fur trade and the hypocrisy of