STRONG DEMO AT MAXMARA VIP COCKTAIL PARTY (ITALY)

Max Mara thinks they can party and have fun with Vip's and people of the fashion system without any trouble, but maybe they didn't understand what we mean when we say that everybody has to know what they are involved in, the death and suffering of million animals every year.
Their friends and their colleagues have to know about the blood spilled to create Max Mara's fashion and style, They have to know about the brutal killing of minks and foxes for next year's Max Mara's coats. And we will inform them whenever we can, wherever we can, even if not invited at their parties!

On may 26 in the terrace just in the back of the biggest Max Mara shop in the world, in the heart of Milano, there was a party where anti-fur activists were not invited. The party was organized to talk about a new book coming out in all libraries from
one of Italy's most important editors. This book is a novel about fashion and has been written by a fashion magazine journalist.
We have no problem with this book, even if it seems really void of any conscience, but we have
problems with Max Mara's fur policy, and this was the perfect occasion to name and shame the company in front of all the important people invited for the party, among them well-known tv people, all fashion press and fashion PR people.

Having known from our mole in the company the exact time of the party we arrived in front of
the store ready for a 3 hour demo, which abled us to see them going in and some of them going
out in the end.
We expected a good demo, but this was really over our expectations.
We could call it a demo-party, with more than 30 activists angry as hell, shouting chants and using megaphones for 3 hours long and hundreds of leaflets informing shocked people passing near there.
We also put some costumes in order to attract more attention and show how Max Mara managers
deal with death. A Death figure was standing near a "manager" with a tie and Max Mara suitcase
behind a table where a dead fox and champagne were served. In front of the table a sign read "Max Mara is partying - the animals are mourning". Hundreds of people stopped to look at this,
while on the back dozen activists were using their full energy to explain the horrors of the
fur industry.

Some activists also managed to sneak on the back of the building and see the terrace from a few metres, shouting their disgust at Max Mara using fur. They also said the demo could be heard during the presentation of the book! And that's sure, because the editor came out later and wanted to know more about the demo, if we had problems also with the book or just with Max Mara and fur.
How an embarassing evening for the company!

The head of communications for Max Mara Fashion group, Giorgio Guidotti, was the host of the
event and we are sure he had to apologise a lot for all the fuss we created and all the noise
all the guests received at the entrance. We also addressed at him with the megaphone saying
there is just one communication we want from him and Max Mara, and that is: no more fur in any
MMFG brands collections!

You can also ask him to stop using fur and make it public:
guidotti.g@mmfg.it

MILANO AIP STREET TEAM