16 JANUARY 2026 – As we start the new year, we’re reflecting on some of the incredible progress made in 2025 toward ending fur cruelty. With your support, more governments took steps to shut down cruel fur farms, and more fashion brands chose to go fur-free, sparing millions of animals from confinement and suffering.  Globally,

The fur industry in China is in steep decline, with falling business numbers, fewer pelts produced, and fashion houses turning their back on the use of animal fur.    The latest findings, as reported by Fur Free Alliance member organisation ACTAsia, show clear signs that the multi-billion pound industry is struggling. ACTAsia’s research reveals a sharp

MILAN, 6 AUGUST 2024 – After receiving hundreds of thousands of emails, thousands of phone calls, countless social media posts and even having a hot air balloon flown over its headquarters in Italy asking them to go fur-free, Max Mara Fashion Group has officially announced a fur-free policy. In an internal memo to staff, Max

9 FEBRUARY 2024 – Today, the Fur Free Alliance launched a global campaign urging Italian fashion giant Max Mara to join its competitors—including Gucci, Versace, Armani, Prada, Valentino, Dolce & Gabbana and many others—in adopting a fur-free policy. The campaign will take place during fashion weeks in New York City, London, Milan, and Paris. With

GERMANY, 3 MAY 2023 – Global animal welfare organisation FOUR PAWS and the Fur Free Alliance welcome sports apparel brand PUMA as its newest prominent partner. Although PUMA does not currently have any fur products in its range, the company reaffirms its rejection of fur products by joining the international Fur Free Retailer Program. As

MILAN, 31 JANUARY 2022 – The Fur Free Alliance, and its nearly 60 members around the globe, celebrates Italian luxury brand Dolce&Gabbana for no longer using animal fur in any of its collections starting in 2022. The new policy is in accordance with the Fur Free Alliance’s guidelines. Dolce&Gabbana will be working with furriers to