After 20 months of relentless activism, Max Mara Fashion Group (MMFG) has officially dropped fur from its collections. This marks a significant victory in the global fight to end the fur trade, and is a testament to the power of coordinated grassroots action and strategic campaigning.
About Max Mara Fashion Group
Max Mara Fashion Group, based in Reggio Emilia, Italy, is a global powerhouse in fashion, comprising 35 labels, with Max Mara as its flagship brand. Other prominent brands under the MMFG umbrella include Sportmax, Weekend Max Mara, Marella, Pennyblack, iBlues, MAX&Co. (the youth-focused division), and Marina Rinaldi. Together, these brands operate approximately 2,500 single-brand stores and 10,000 multi-brand stores across 104 countries. With such a massive global footprint, Max Mara was a high-profile target for animal rights activists — a challenge that proved to be both difficult and drawn-out.
The Campaign: From Setbacks to Success
The initial campaign against MMFG began in 2008, focused on Italy and Germany. Despite protests in major Italian cities, the company showed little interest in reducing or eliminating its fur sales. The movement slowed down after 2011, as activists shifted focus to the remaining fur farms in Italy.
However, the global momentum for fur-free fashion never ceased. After the relaunch of the Coalition to Abolish the Fur Trade (CAFT) in the summer of 2020, a renewed wave of activism began, with collaboration between experienced European and US-based activists. The goal was clear: to end fur sales across all of MMFG’s brands.
In January 2023, CAFT launched a global campaign targeting Max Mara Fashion Group, and HSUS launched their MMFG campaign shortly after. At that time, fur sales were minimal, and the campaign was initially expected to be brief. But the resistance from MMFG turned out to be more stubborn than anticipated.
A Global Movement
From the outset, the campaign sparked frequent protests across the United States, Germany, Amsterdam, Belgium, Poland, Paris, and Madrid. US activists mounted high-profile protests, even targeting the home of Cristian Notari, CEO of Max Mara USA. This pressure led to the removal of fur from Max Mara USA’s websites and stores. The focus then shifted to other brands, including Marc Jacobs, which is part of the LVMH conglomerate and based primarily in the US.
In August 2023, Italian activists joined the campaign, organizing protests in cities like Bologna, Rome, Venice, Trento, and Milan. The movement was gaining traction, but as the months passed, the intensity of protests began to wane due to exhaustion and shifting focus. However, the campaign expanded internationally, reaching cities like Osaka, Tokyo, Taipei, Sydney, and Perth.
Turning Point: Fur-Free Websites and the Pressure Mounts
In April 2024, fur was removed from Max Mara’s European websites, but the company still refused to make an official, public declaration of a fur-free policy. Several organizations, including LAV Italia, Four Paws, and the Fur Free Alliance, joined the campaign, amplifying its reach through protests, a giant hot air balloon that read “Drop Fur Now”, and online campaigns. Despite this, MMFG remained resistant to formalizing its commitment to going fur-free.
The Final Push: Home Protests and Secondary Targets
When Marc Jacobs announced its fur-free policy in June 2024, the US campaign gained significant momentum. The focus shifted to more personal, direct actions, with home demonstrations in cities like Boston, New York, Los Angeles, Chicago, and Maryland. These actions took the fight to a more intimate level, with employees of MMFG brands now facing protests at their homes.
In August 2024, the campaign took an unexpected turn. CAFT introduced secondary and tertiary targets: Credem, an Italian bank, and Pictet, a Swiss bank — both deeply connected to Max Mara and its leadership. The demand was simple: cut ties with Max Mara or pressure the company to adopt a fur-free policy.
Victory: Fur-Free at Last
On August 5, 2024, as protests were unfolding at Credem’s headquarters in Reggio Emilia, Max Mara Fashion Group finally conceded. The company sent an official email announcing its fur-free policy. The protests at Pictet offices worldwide were immediately canceled, marking the end of a long and hard-fought battle.
A Collective Victory
This victory is a testament to the tireless work of activists worldwide. The strength of the anti-fur movement lies in its unity and strategic coordination. From the first protests in 2008 to the global wave of actions in 2024, the campaign demonstrated the power of sustained activism and international solidarity.
Looking Ahead: The Fight Continues
With Max Mara’s decision to go fur-free, we look forward to continuing our work to make fashion more ethical and sustainable. Our movement is growing, and we are committed to expanding our reach and increasing collaboration across cities and organizations. The message remains clear: fur has no place in fashion, and we will continue the fight until every major brand follows suit.