We proudly welcome the luxury fashion house Max Mara’s announcement that it will cease selling fur and fur products. Despite prior resistance to pressure from animal advocacy organizations, Max Mara has now adopted a fur-free policy.

The renowned designer previously endorsed the cruel fur industry by offering coats with fox and mink fur trims and fox fur cuffs, along with apparel using fur from raccoon dogs. 

We are thrilled that Max Mara has chosen compassion over cruelty by ending its support for the fur trade, which inflicts immense suffering on mink, foxes, coyotes, raccoon dogs, rabbits, and other fur-bearing animals. This is a significant victory for the countless animals who suffer short, painful lives and brutal deaths for fashion. 

Max Mara joins over 1,500 major designers and fashion brands that have already pledged to go fur-free, including Canada Goose, Versace, Michael Kors, Gucci, Prada, Burberry, Tommy Hilfiger, Calvin Klein, Adidas, Stella McCartney, Vivienne Westwood, Dolce & Gabbana, and Armani.

Fur is out of fashion and compassion is in. The public has become increasingly aware of the cruelty behind fur products, and we are ecstatic that Max Mara has finally taken a stand on the right side of fashion after a huge international effort by activists worldwide including In Defense of Animals supporters who took action on our alert and stood with us outside the store’s doors.

We will continue to stand with activists and urge the few unfashionable holdouts, like LVMH’s Louis Vuitton and Dior, as well as Anne Fontaine, to urgently follow suit and commit to a fur-free future.

Learn more and get involved at furkills.org.