In the last decade, the fur trade has gone from caging and slaughtering 140 million foxes, mink and raccoon dogs in 2014 to roughly 20 million animals in 2023—an 85% decline. The rapid decline of the industry, which was once so profitable, is a testament to what can be achieved for animals with perseverance and strategy. Every fashion brand that announced it was going fur-free, every city, state or country that ended fur sales or production, and every undercover investigation that gave us a glimpse into this unnecessary and cruel trade was an important step to get us to this point. 

The progress achieved in 2024 made our case to end the fur trade even stronger, and because of the victories we gained this year, we’ll likely see a further decline in the number of animals killed for their fur next year and for years to come. 

In February, we teamed up with other members of the Fur Free Alliance—a coalition of more than 50 animal protection organizations from around the world—and launched a corporate campaign urging Italian luxury fashion brand Max Mara to go fur-fee. After more than 270,000 emails, 5,000 phone calls, countless social media posts, a peaceful protest outside its Old Bond Street London flagship store and even a hot-air balloon  flown over Max Mara’s Italian headquarters, the company announced a fur-free policy.  

Following Max Mara’s announcement, international fashion brands Marc Jacobs and Alexander Wang also made fur-free commitments, joining the ranks of fur-free brands including Gucci, Prada, Armani, Burberry and many more. And Queen Camilla made a public announcement that she would no longer buy new fur.