This London Fashion Week, People for the Ethical Treatment of Animals wants Pinterest users to pull the wool over the eyes of fur- and leather-lovers—so to speak. The animal-rights group has designed a series of ads, ostensibly touting the latest winter fashion trends, that reveal only their top half when viewed on the digital scrapbooking site. When users click to reveal the full “pin,” however, they see the “cruelty animals face for fashion,” according to the group, which originally commissioned the campaign for Berlin Fashion Week in January. “Please visit PETA US’ Pinterest page and re-pin the ads using these hashtags: #FallWinter2016, #FashionWeek, #LondonFashionWeek and #LFW,” Dan Howe, PETA U.K.’s digital marketing manager, said in a blog post. “Together, we can encourage the fashion world to become truly forward-thinking and move past the use of animal parts.”
PETA also formed a picket line in the real world, where a trio of nearly naked models crashed the opening of London Fashion Week on Friday to protest the use of fur. Wearing little more than gas masks and nipple tape, the protestors held up signs proclaiming that “Fur is Toxic,” a reference to a recent study that found unsafe quantities of toxic substances in fur-trimmed children’s clothing sold by brands such as Canada Goose, Nickelson, and Woolrich.
Tests conducted by Germany’s Bremer Umwelt Institute on the raccoon-dog and coyote fur used in the jackets uncovered high levels of formaldehyde, a carcinogen known to cause allergic reactions, and ethoxylates, which are linked to hormone disruption and reproductive damage.
“There’s nothing fashionable about fur torn from the bodies of struggling animals and then laden with chemicals that are dangerous to people who wear it,” PETA associate director Elisa Allen said in a statement. “PETA is urging kind people to choose fur-free clothing for the sake of their own health and animal welfare.”