Max Mara Fashion Group Confirms Fur-Free Future Across All Brands

Max Mara Fashion Group, known for its diverse brand portfolio including Weekend Max Mara, Sportmax, and Marina Rinaldi, has confirmed its shift to a fur-free policy. This decision aligns with the growing industry trend towards more ethical and sustainable practices. The group clarified that it had ceased selling fur products across its brands for several seasons, a move not previously publicized through official statements but communicated internally amidst growing external pressures and campaigns.

This policy change comes after a prolonged campaign led by the Coalition to Abolish the Fur Trade (CAFT), which focused its efforts on Max Mara through residential picketing and global activism spanning the United States, Europe, Japan, and Australia. With Max Mara now adopting a fur-free stance, activist groups like CAFT and PETA have acknowledged this step as a significant victory for animal welfare, with CAFT planning to redirect its efforts towards other fashion entities still using fur.

The broader fashion industry sees a notable shift as several other luxury houses and retailers have already embraced fur-free policies. Companies like Burberry, Chanel, Prada, and Versace, along with major retailers such as Macy’s, Nordstrom, and Saks Fifth Avenue, have moved away from using fur. This trend is reinforced by conglomerates like Kering, which has implemented a fur-free policy across all its brands, including prominent names like Gucci, Alexander McQueen, and Balenciaga, starting with their Fall 2022 collections.

This transition by Max Mara and other fashion giants reflects an increasing commitment to sustainability and ethical practices, signaling a significant shift in industry standards and consumer expectations.