For decades the Maramotti family has led Max Mara Fashion Group (MMFG) with an enthusiastic and committed pro-fur stance in the face of protests worldwide. But suddenly, after just a little bit of attention from CAFTivists, paying visits to the homes of some of Max Mara’s executives they have removed all of the fur from their website – for the first time.
What does this mean? Who the hell knows? But one thing hasn’t changed:
MMFG still refuses to make a commitment regarding their future with fur. No plan. No policy. No dates. Nothing. They refuse to even acknowledge the question.
And if they believe that a non-committal website edit will trick activists into abandoning the animals, clearly they have no idea what they’ve gotten themselves into.
MMFG has been playing the victim since this campaign began. Now, they are playing games with animals’ lives. Here at CAFT, we don’t play. It’s time to show them how serious we are.
Starting today, we will be welcoming Max Mara’s business associates to the campaign.
New Target: Credito Emiliano Holding (Credem)
On January 1st, 1993, Credito Emiliano Holding was formed as the holding company to control the Italian bank: Credem. One of their largest shareholders is none other Max Mara Fashion Group and to deepen Credem’s ties to the fur industry they have Luigi Maramotti sitting on their board as vice chairman.
Luigi Maramotti is a figure head at both MMFG and Credem and while his minions at MMFG have stood by Luigi’s side while he refuses to enact a fur-free policy we believe that his colleagues at Credem will not be to happy about their new realty as a top target for the anti-fur movement.
It may feel strange or uncomfortable to protest at a bank or finance company, but the fact that these entities have no vested interest in MMFG’s fur makes the protest that much more impactful.
Secondary targeting works. MMFG will learn that as long as they sell fur, everything they touch will be tainted by that decision. And the longer they hold out, the more creative we will become at turning them into an industry pariah.
We can’t help but wonder how Credito Emiliano Holding and their investments feel about being held to account for animal cruelty, simply because MMFG pridefully refuses to join the rest of the world and go fur-free. We may never find out, but we can be sure of one thing: the executives at MMFG will be hearing a lot about it.
And Credem is just the first. Since MMFG likes games so much, we can’t wait to show them all the fun we have lined up for them. The message for the rest of the world is clear: deal with Max Mara, deal with us.
