Another global brand goes fur free


BOSTON, JANUARY 21, 2021 - Another step towards a fur-free future: FOUR PAWS is pleased that fashion brand MADELEINE will stop selling real fur beginning with the upcoming winter season 2021/2022. Since October of last year, FOUR PAWS has been calling on the fashion brand to stop selling real fur. Now the fashion house has officially announced that it will stop the sale of fur within the upcoming year.


“MADELEINE has recognized that not only is fur out-of-fashion, but it’s also a health risk. Recent COVID outbreaks on mink farms are an example of this increased threat to public health.  With this decision, MADELEINE also follows a global trend where animal welfare and sustainability go hand in hand with economic efficiency. Fur is an unnecessary luxury product for which there are many fashionable alternatives that do not involve cruelty to animals." 

-Melanie Lary, Research and Campaigns Officer at FOUR PAWS

The three-month digital and public pressure campaign started just four short months ago. FOUR PAWS called on fashion brand MADELEINE to stop selling real fur. As a result, over 68,000 people from Germany, Austria, Switzerland, the UK and the USA, among others, appealed to the company to stop selling fur. Over 11,000 of those signatures came directly from the United States.

“We are thrilled that so many animal lovers joined in and supported our protest with their voices. Real fur fashion is animal cruelty and does not belong in a modern society. As soon as MADELEINE is fur-free, we would be happy to welcome the fashion house as a new participant in the international Fur Free Retailer program," says Melanie.

FOUR PAWS is an active member of the Fur Free Alliance, which attracts members into its Fur Free Retailer Program. FOUR PAWS has been fighting the cruelty of the fur industry for over 30 years.

In 2020, FOUR PAWS also announced the campaign called Wear it Kind, a new global initiative aimed at revolutionizing the use of animals in fashion by choosing to buy clothing that encourages kindness to animals, people and the environment. #WearitKind is about wearing clothes that match your values and the outfits you feel good in. To learn more visit or for more information on FOUR PAWS work against fur, visit

FOUR PAWS is the global animal welfare organization for animals under direct human influence, which reveals suffering, rescues animals in need, and protects them. Founded in 1988 in Vienna by Heli Dungler and friends, the organization advocates for a world where humans treat animals with respect, empathy, and understanding. FOUR PAWS’ sustainable campaigns and projects focus on companion animals including stray dogs and cats, farm animals and wild animals – such as bears, big cats, and orangutans – kept in inappropriate conditions as well as in disaster and conflict zones. With offices in Australia, Austria, Belgium, Bulgaria, France, Germany, Kosovo, the Netherlands, Switzerland, South Africa, Thailand, Ukraine, the UK, the USA and Vietnam, as well as sanctuaries for rescued animals in eleven countries, FOUR PAWS provides rapid help and long-term solutions. 

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