Protest, this morning in the center of Cremona, of a group of representatives of the Anti Vivisection League, Cremona section, who demonstrated in Corso Capi, in the area of the former central pharmacy, to say no to the animal furs of the MaxMara Fashion Group. The LAV activists, led by the head of the Cremona section Maria Pia Superti, showed up wearing masks of fur animals and with a megaphone and signs asked the owners of the MaxMara brand to “eliminate fur from the collections of all brands” , definitively ceasing a practice defined by animal rights activists as “useless, painful and unjust”. “The MaxMara group,” the activists said, “still sells fur clothing, which represents a small part of their turnover, but which costs the animals their lives. A small change can have a huge impact.”
“Lav,” said Superti, “has been fighting for years against this cruel practice which causes immense suffering to animals. With Fur Free Alliance we promoted the European Citizens’ initiative Fur Free Europe which collected over 1.7 million signatures to obtain a ban on the breeding of fur animals and the trade in fur products throughout the European Union. In recent years we have witnessed a positive change: big names in fashion have chosen to say no to fur. However, a historic brand like MaxMara continues to use fox, raccoon dog and mink fur. This is unacceptable, not only for the suffering inflicted on animals, but also for the negative impact this all has on the environment. Fur farming is an unsustainable and harmful industry. We need to make our voice heard and ask MaxMara to stop using fur. Lav launched the FurFreeMaxMara campaign to ask the company to embrace more ethical and sustainable fashion.”
The activists therefore invite citizens to join them by signing the online petition and spreading the message on social media.
This is not the first attack against the company precisely for its choice to still sell garments that include fur. In recent weeks, animal rights activists from the associations Lav, Humane society international and members of the Fur Free Alliance had flown aboard a hot air balloon over the fashion house’s headquarters in Mancasale, Reggio Emilia, unfurling a banner in the sky to ask for adoption “a fur-free policy compared to the current range which includes items made from fox, raccoon and mink which spend their entire lives in wire mesh cages only to be killed by gas or electrocution”.
Sara Pizzorni
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