By C. Perera, JadeTimes News
Max Mara Fashion Group, the parent company of renowned Italian luxury brands including Max Mara, Marina Rinaldi, and Marella, has officially announced a shift to a fur free policy. This decision comes after sustained advocacy from animal rights organizations such as People for the Ethical Treatment of Animals and Four Paws, urging the brand to eliminate real animal fur from its collections.
In a statement released by Four Paws, a Max Mara executive confirmed, “Max Mara, including the Max Mara Fashion Group and its subsidiaries, has adopted a fur free policy and will not introduce fur into any upcoming collection for any of the MMFG brands.”
The company’s move away from fur follows a significant campaign by the Fur Free Alliance, a coalition of over 50 animal protection organizations from 35 countries, which targeted Max Mara during fashion weeks in New York City, London, Milan, and Paris. The campaign, launched in February, garnered extensive support, including over 270,000 emails, 5,000 phone calls, and numerous social media posts advocating for a fur-free future for Max Mara.
Thomas Pietsch, head of wild animals in textiles at Four Paws, praised the decision, stating, “Max Mara's commitment to exclusively producing fur free garments marks a vital step towards greater animal welfare in the fashion industry. It sets a powerful precedent for other brands to follow.” He emphasized that this success resulted from the collaborative efforts of Four Paws and other NGOs under the FFA’s leadership, highlighting the positive impact of persistent advocacy for millions of animals.
FFA Chairman John Vinding added, “The Fur Free Alliance commends Max Mara for its fur-free policy. As one of the last global fashion brands still selling fur, Max Mara's decision represents a significant victory in the fight against animal cruelty associated with the fur trade.”
Moreover, Max Mara Fashion Group noted that it has not sold fur products for several seasons. According to a statement in fashion news publication WWD, “the company has long refrained from using fur in its products.” MMFG also announced plans to explore legal measures to protect its employees, especially in the United States, from privacy violations following protests outside its stores.
PETA also applauded Max Mara Fashion Group's decision. Yvonne Taylor, PETA's vice president of corporate projects, stated, “PETA celebrates Max Mara Fashion Group's commitment to a fur-free future. After a prolonged campaign and thousands of emails from animal advocates worldwide, the company will no longer support the cruel fur industry or its devastating environmental impact. PETA urges LVMH, owner of Louis Vuitton and Dior, to follow Max Mara’s lead and reject fur.”
Max Mara Fashion Group, which operates over 2,500 stores in 105 countries, previously sold various fur products, including mink gloves and fox fur cuffs. Now, it joins luxury fashion houses such as Dolce & Gabbana, Saint Laurent, Valentino, Prada, Gucci, Versace, Alexander McQueen, Balenciaga, and Armani, all of which have adopted fur-free policies.
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