Animal activists have fashion brands squarely in their sights this Milan Fashion Week, hoping to pressure Italian brands Max Mara and Fendi to give up fur in future collections
During Milan Fashion Week, animal activists are targeting fashion brands, particularly Max Mara and Fendi, in an effort to pressure them into abandoning the use of fur in their future collections. A member of PETA (People for the Ethical Treatment of Animals) disrupted the Fendi runway on Wednesday by displaying a sign that read "Animals are NOT clothing." Additionally, a coalition of pro-animal organizations intensified their campaign against Max Mara on Thursday. Over the past few years, more than 1,500 international fashion brands, including renowned ones, have renounced the use of fur due to concerns about animal cruelty, evolving fashion trends, and the availability of synthetic alternatives.
On Thursday, a hot-air balloon with the message "Max Mara Go Fur-Free" floated above the company's headquarters in Emilia Romagna for the second day running.
The stunt was backed by the Fur Free Alliance -- a coalition of over 50 global animal protection associations, including the Humane Society International and Italy's LAV (Anti-Vivisection League) -- which has been targeting Max Mara since earlier this month.
The campaign, involving protests, social media posts, telephone calls and emails, corresponds to the season of fashion weeks in New York, London, Milan and Paris running until March 5.
Max Mara -- whose runway show on Thursday did not feature fur -- did not respond to requests for comment from AFP.
Unlike Fendi, which began as a fur line, Max Mara is best known for its luxurious wool and camel hair coats, using fur occasionally as trim on hoods and cuffs.
That means the company could easily stop using fur without affecting its core business, said LAV's Simone Pavesi.
"It's really a question of total indifference. They could resolve it from one season to another," he told AFP.
He added that the fashion house had refused to sit down with animal welfare groups, as many other brands have done.
