MAX MARA GOES FUR FREE: A WIN FOR ANIMALS
By: Prachi Khatri
Animal derived clothing such as leather and fur have been used initially as a major source warmth but also became a status of wealth historically. Many of us are guilty of falling in love with fur or leather jackets and accessories to beat the cold at some point. However, with changing times, and a heightened sense of awareness to animal cruelty, many consumers now reflect on the cramped-up conditions in which animals are captivated and face inhumane treatment before checking out and taking these items home.
Consumers today are far more aware of the process creating fashion. They want to know how material is sourced and if the items pose any concerns to the environment. Large amounts of data on animal cruelty have become available online and some brands have taken a bold stance to share their position on how animals are treated for fashion’s sake. In general, most people don’t want to spend their money on brands that sell products made by harming animals or creating harm to the planet.
Max Mara fashion group (MMFG) announced their fur-free policy recently by pledging to a ‘no use of fur’ in their products. The company has over 2500+ stores in various countries, which have notably sold mink gloves, racoon dog key chains and fox fur products in the past.
Fox and mink fur that was once a part of their luxury offerings is now perceived as a symbol of cruelty and they are taking action. As per the data available from the International Fur Trade Federation online, 85% of the fur industry’s skins originate from animals living in captive on fur farms. Animal derived clothes raise serious ethical and environmental concerns. Fur production is also known to be environmentally damaging with farms releasing chemical pollutants to soils in the process.
PETA’s mission towards animal rights and intense protesting has been major factor in the shift away from use of animal derived fabrics.
Image Source: Max Mara website
This bold move from Max Mara reflects not just shift in customer preferences but also the fashion industry raising ethical standards. Over 50 organizations joined hands from 35+ countries to form a fur-free alliance, launching campaigns during Feb 2024 fashion week in NYC, Milan, Paris and London urging Italian fashion giants to join the same fur-free policy.
The campaign received a lot of attention from people all over world posting on their social media and writing thousands of emails to the Max Mara group requesting they adopt a fur-free policy. In an official statement, a Max Mara executive said, “The Company does not sell, online nor in any of its physical retail locations, any products made with fur, nor is there the intention to introduce any products made with fur into any upcoming collections of Max Mara Fashion Group”.
Prior to MMFG many major fashion houses already went fur-free such as Dolce and Gabbana, Gucci, Prada, Valentino, Armani and many more. The announcement by Max Mara doesn’t come lightly but from the pressure of activists delivering a clear message to Max Mara that fur has no place in fashion. All thanks to the Fur-Free Alliance there are 1500 brands that went fur free in recent years.
The use of real fur is no longer a fashion statement. The fashion industry is moving away from real fur and reflects the social awareness in today’s consumers urging them to take action regarding ethical issues. It is a clear message to brands that customers will no longer tolerate the animal cruelty and cruel practices involved to source fur.
Organic cottons, faux fur and vegan fabrics has been some of the alternatives used in fashion industry in place of real fur fabrics. Every three of four fashion executives believe that sustainable fashion will play a major role in industry’s future. Max Mara's choice reflects this trend, ushering in a new era in luxury fashion in which ethics and aesthetics can coexist together. As other fashion firms follow suit, the industry is ready to embrace a period of luxury and compassion.
Cover Image: Manel & Sean / @manelandsean