Thank you for showing Max Mara that there’s no excuse for fur cruelty!

During fashion weeks in NYC, London, Milan and Paris, fashion brand Max Mara received over 270.000 emails, 5,000 calls and countless social media posts from supporters around the globe demanding they choose compassion over profits by adopting a fur-free policy. We even flew a hot air balloon over their headquarters in Italy with a giant sign saying “Max Mara GO FUR-FREE!” to ensure the brand received the message. Worldwide demonstrations were held in front of Max Mara stores in over 20 cities, including Rome, Berlin, London, Krakow, Amsterdam and Lisbon, and letters were handed over to Max Mara staff.

Despite its competitors already going fur-free and more humane alternatives being readily available, Max Mara has so far refused to discuss the issue and has yet to distance itself from fur sales. While fur items have been removed from Max Mara Fashion Group’s websites in recent weeks following our #FurFreeMaxMara campaign, the company has remained silent on ending its support for fur cruelty. The group has even disabled all comments on its Instagram channels.

Max Mara can no longer ignore the public call for a fur-free commitment. We’ll continue to push Max Mara to take a public stance against fur and we’ll keep you posted with any updates.