As the runways are being set up for Fashion Weeks this February and March in New York, London, Milan and Paris, we, along with our fellow members of the global coalition the Fur Free Alliance, are launching the biggest anti-fur campaign of all time, urging millions of fur-free supporters across dozens of countries to ask Max Mara to join modern competitors like Armani, Gucci, Valentino and Dolce&Gabbana in going fur-free. The Italian fashion house is one of the last major fashion brands to sell fur, so if we truly want the fashion industry to take steps toward compassion, it’s important to expose fur-using outliers such as Max Mara. In a modern society, there is no excuse for animal fur and all the cruelty and environmental degradation associated with it.
Over the years, we and others have launched similar corporate campaigns asking fashion brands to go fur-free. When private requests for dialogue fail, companies hearing from global consumers about why they are appalled by fur can help kick-start fur-free discussions. Even though Max Mara has yet to respond to our requests for a meeting prior to the campaign launch, we hope that the company will respond to the pleas of potential customers and give open dialogue a chance.
Tens of millions of animals suffer and die each year in the global fur trade. For a Max Mara mink trimmed hood, a fox fur trimmed hood, fox fur cuffs, mink mittens or raccoon dog fur charm, foxes, mink and raccoon dogs are bred to die on fur factory farms. In these dismal facilities, they spend their entire lives in cramped, barren cages, deprived of the ability to engage in basic natural behaviors, until they are killed by gassing or electrocution so they can be skinned.
Kristo Muurimaa/Oikeutta Elaimille/
Tell Max Mara to go fur-free.
The fur industry is undeniably cruel and, given the many high-quality fur alternatives, completely unnecessary. Help convince Max Mara to change its cruel practices. Join the largest global fur-free campaign of all time and tell Max Mara to go fur-free!
What is so obviously and absurdly cruel is also immensely wasteful and irresponsible with respect to the environment and public health. Peer-reviewed research shows that fur production has the highest greenhouse gas emissions per kilogram when compared to other materials.
Fur factory farms are also breeding grounds for zoonotic diseases such as COVID-19 and avian influenza, with hundreds of confirmed outbreaks on fur farms across Europe and North America in the last several years. The World Health Organization has raised concerns and leading virologists recently warned governments to “consider the mounting evidence suggesting fur farming be eliminated in the interest of pandemic preparedness.”
The Max Mara Fashion Group, which has 10 brands and more than 2,500 stores across 105 countries, uses mink fur from China and fox and raccoon dog fur from Finland, both countries where our Humane Society International undercover investigations have exposed horrendous animal suffering. Mink, foxes and raccoon dogs were shown in horrifying conditions in which incidences of cannibalism were documented as well as injured, diseased, dead and dying animals. Some had missing limbs, tails or ears. Some suffered from serious eye infections or wounds infested with maggots. And many animals exhibited signs of stress, some showing self-mutilating behavior. The company going fur-free would mean a large reduction in animal cruelty.
Fur farming has been banned in 20 European countries. Most of the world’s major fashion houses have already gone fur-free, and many other designers and retailers have long-standing policies against using fur. Fabric innovation means there are alternatives to fur that are kinder to animals and the environment, including faux-furs that incorporate plant-based and recycled ingredients. In addition, the sale of new fur products has been banned in Israel, California and 14 cities across the U.S. The writing is on the walls: Fur has no place in a modern society.
You can make the strongest fashion statement of all: Tell Max Mara to go fur-free by contacting the company’s headquarters via phone at 866-996-5161, by email through our action alert or on social media: X, Facebook and Instagram.
Follow Kitty Block @HSUSKittyBlock.
