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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. An activist from PETA (People for the Ethical Treatment of Animals) stormed the Fendi runway on Wednesday brandishing a sign saying "Animals are NOT clothing". And a coalition of pro-animal groups stepped up their campaign on Thursday against Max Mara.

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.

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.

With the new European Citizens' Initiative #FurFreeEurope, we aim at introducing an EU ban on fur farming and fur trade. Join our campaign, vote now!

ALABAMA Muse by Alice Gentilucci, internationally renowned luxury & Made in Italy brand, already an emblem of high quality eco-fur, one of the leading brands of the recent Milan Fashion Week, joins #AnimalFreeFashion by LAV