On february 20th at the University of Reggio Emilia, hometown of MaxMara and the Maramotti family, Dr Luigi Maramotti, CEO of Max Mara Fashion Group, was talking at a ceremony awarding young designers.

Anti-fur activists disrupted the conference right after Maramotti's talk opening a banner and distributing leaflets, addressing Luigi Maramotti for his responsibility in the death of millions animals confined in small cages in fur farms Dr. Maramotti is one of the most rich and influential people in Italy and he often avoids public appearances, so this was a unique occasion to confront him and being able to be seen directly by him with our compassion for animals suffering and dying.

Activists and organizations throughout the whole world are asking Max Mara to make a wise and ethical decision becoming fur-free, but they never gave any response. During this occasion Dr Maramotti could see directly with his eyes that the animals without voice have people willing to talk loudly for them and demand their freedom.

The room was full of journalists and the action was in front page onlocal newspapers, once more naming and shaming this company.

See a video of the action here: