Italy’s Max Mara Fashion Group issued a statement on August 6 confirming that Max Mara has not sold fur products for several seasons. This announcement came after the environmental organization LAV declared that Max Mara would no longer use fur. Max Mara Fashion Group also owns brands such as Weekend Max Mara, Sportmax, Max & Co., and Marina Rinaldi. These brands had been under pressure from global campaigns to stop using fur. Now, they join other luxury brands like Giorgio Armani Group, Burberry, Chanel, Marc Jacobs, Prada, Valentino, and Versace in ceasing the sale of fur.