PETA (People for the Ethical Treatment of Animals), the international organisation which is for animal rights, is escalating its long-standing campaign against luxury goods giant LVMH, urging the conglomerate to cease the use of real fur and exotic animal skins in its products. Ahead of LVMH’s annual meeting, PETA, which holds stock in the company, is once again calling on CEO Bernard Arnault to publicly commit to phasing out these materials across its portfolio of prestigious brands, including Louis Vuitton, Dior, and Fendi.
Yvonne Taylor, PETA’s Vice President of Corporate Projects, stated that every fur trim, crocodile handbag, or pair of snakeskin shoes represents the tremendous suffering of an animal who felt fear and pain and did not want to die. She added that PETA is calling on LVMH to cut cruelty from its collections and switch to luxurious bio-based vegan furs and plant leathers that compassionate consumers demand.
For over a decade, PETA has been actively campaigning against LVMH, highlighting the ethical concerns associated with the use of animal fur and exotic skins in the luxury fashion industry and advocating for a transition to animal-free alternatives.
The renewed pressure follows a recent PETA Asia investigation into Indonesian slaughterhouses that reportedly supply LVMH. The investigation allegedly uncovered disturbing practices, including snakes being inflated with water, struck with hammers, and cut with razors, often while seemingly still conscious. PETA claims that these findings echo similar concerns raised in previous investigations across the fashion supply chain, which have documented the mistreatment of animals like minks and foxes raised for their fur in cramped and unsanitary conditions before facing inhumane methods of killing, including electrocution, gassing, bludgeoning, or even being skinned alive.
Despite the ongoing criticism, LVMH has shown some indication of exploring next-generation, animal-free materials. In 2022, Biofluff, a startup developing a fur alternative from flax, nettle, and hemp fibers, was recognized as a finalist for the LVMH Innovation Award. Later, LVMH became a part of La Maison des entrepreneurs, a program that pairs LVMH brands with potential entrepreneurs to help them launch their products. A proof of concept for lab-grown fur has been successfully developed by LVMH and its brand Fendi in partnership with Imperial College London and Central Saint Martins as part of this endeavour. According to LVMH, researchers are currently working with an undisclosed biotech company to scale this technology for broader commercial application.
While acknowledging LVMH’s exploration of alternative materials, PETA maintains its stance that a complete and immediate ban on real fur and exotic skins across all LVMH brands is necessary to align with ethical consumer demands and prevent further animal suffering within its supply chain. The organisation intends to continue its advocacy until LVMH makes a firm commitment to cruelty-free fashion.
