Max Mara adopts fur-free policy
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After hundreds of thousands of e-mails sent from Romania and around the world, thousands of phone calls, countless messages on social networks and even after launching a hot air balloon over the head office in Italy with the message “Give up the furs!”, the Group fashion house Max Mara has officially announced that it will adopt a fur-free policy.
The company announced in an internal memo that it does not sell, online nor offline any products made with fur.
“MaxMara has adopted a fur-free policy and many of the groups that are responsible for these protests are aware of this; some have even acknowledged it on their own social media accounts. 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 MaxMara Fashion Group brands. We have repeatedly attempted to educate the protesters about our products and policies, and they have had evidence that MaxMara is already fur-free for some time.
Nevertheless, as these protests continue, we remain committed to exploring every civil and criminal remedy at our disposal. We are working with law enforcement across the country and at the federal level.
Many of our employees have been subjected to protests at their homes. While our law enforcement partners have been supportive, and although there has been no permanent property damage or injury at any of these home protests, we remain outraged at the invasion of privacy,” says the note.
Nevertheless, as these protests continue, we remain committed to exploring every civil and criminal remedy at our disposal. We are working with law enforcement across the country and at the federal level.
Many of our employees have been subjected to protests at their homes. While our law enforcement partners have been supportive, and although there has been no permanent property damage or injury at any of these home protests, we remain outraged at the invasion of privacy,” says the note.
The announcement was confirmed by a Max Mara executive, who added: “Max Mara, including MMFG and subsidiaries, has adopted a fur-free policy and has no plans to introduce fur in any future collections for any of the MMFG brands.”
This announcement comes after the Fur Free Alliance, a coalition of more than 50 animal welfare organizations from more than 35 countries, including the Humane Society International, launched a global campaign during Fashion Week 2024 in New York, London, Milan and Paris, urging the Italian fashion giant to adopt a fur-free policy.
The campaign resulted in over 27,000 emails sent to Max Mara, 5,000 phone calls and countless messages on social media channels asking Max Mara to ditch fur.
The Max Mara group has more than 2500 stores in 105 countries and has so far sold products such as mink fur gloves, fox fur cuffs, ostrich fur key chains. The brand joins the world’s major fashion houses that have already ditched fur, including Dolce & Gabbana, Saint Laurent, Valentino, Prada, Gucci, Versace, Alexander McQueen, Balenciaga and Armani.
Currently, over 1,500 brands and retailers have committed to going fur free by joining the Fur Free Retailer programme.
In Romania, nine Romanian fashion brands entered the Fur Free Retailer program, committing to create fashion collections without the use of fur. These brands are Scapadona, Axente, Ioana Ciolacu, Muse um Concept, Octavia Chiru, REDU, KateriniMou, Hooldra.
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