Why This ‘Bruised’ and ‘Bloody’ Supermodel Stopped Wearing Wool

Posted by 8 months ago | Permalink | Comments (17)

Supermodel Joanna Krupa’s latest campaign shines a spotlight on sheep who are kicked, beaten and killed for jumpers, scarves and coats. Clad in nothing but special-effects make-up, leaving her “battered” and “bloody”, she clutches what appears to be the bleeding body of a violently sheared lamb to highlight the naked truth about wool.


Joanna explains why she wanted to make the ad:

When human beings are abused and beaten, we can ask for help, can call the police, can ask a family member, can ask a friend, “Please help me”. Sheep beaten and abused for wool need someone on their side, too. My PETA ad may be shocking to look at, but I hope it will open people’s eyes and encourage them to choose kind, wool-free fashion.

In the last two years, PETA has released five exposés recorded at 37 wool-industry facilities on three continents revealing that sheep are mutilated, abused and skinned alive – even for so-called “responsibly sourced” wool on “sustainable” farms. Some sheep even die from the abuse, such as one whose neck was twisted by a shearer who confessed, “I get angry”.

In a video interview with PETA US, Joanna reveals what made her decide to go wool-free: PETA US investigations into the international wool industry.

Here’s footage from just one of those investigations:

It’s easy to distance yourself from this cruel and bloody industry. Plenty of durable, stylish and warm fabrics are available that aren’t made from wool. Save a sheep – don’t buy wool.


  • Leinani commented on March 2, 2016 at 9:27 pm

    I commend her for spreading awareness.
    It’s horrific what occurs to those poor sheep. Animals need a voice!!

  • Cynthia Brennemann commented on March 2, 2016 at 10:44 pm

    This is the most insultingly stupid meme I’ve seen Peta do, and that’s saying something. 1. If lambs were abused like this the workers would be fired because scarred and damaged sheep do not produce quality wool. I’ve know shearers who could remove an entire fleece without ever touching the skin of the animal. 2. If the sheep are NOT sheared, their wool overgrows them. Remember Shrek the Sheep? He got loose and avoided shearing until the overgrown wool, crawling with parasites and bacteria and fungi, made him so crippled and sick they found him near death. At that point the wool was worthless, but they still had to shear him to save his life. 3. That stupid picture is using a mockup of a lamb which has been shown in many debunkings of this incredibly STUPID meme. I wish people who have influence would educate themselves instead of just ‘feeling’ their way around.

    • Ruby commented on March 4, 2016 at 2:09 pm

      Hi Cynthia,
      We have documented abuse in some of the worlds top wool exporting countries like Australia and the US: http://action.peta.org.uk/ea-action/action?ea.client.id=5&ea.campaign.id=24998
      Domesticated sheep require sheering because they have been selectively bred by farmers to grow excessive wool that they are not able to naturally shed.

    • Tigger commented on March 5, 2016 at 9:53 am

      In lieu of a star, Cynthia, as there doesn’t appear to be a ‘like’ mechanism here. Bravo and thank you for your post.

    • Sami commented on April 6, 2016 at 3:21 pm


    • Mary Anderson commented on April 10, 2016 at 12:01 am

      So tell me, Cynthia… Did PETA also fake the video footage of sheep being abused while being shawn? You need to be very careful when you make generalisations about how shearers behave. You do don’t have an eye on every shearing shed everywhere in the world and so cannot comment on what really goes on – PETA’s evidence speaks for itself. Animal abuse is everywhere that man uses animals to their advantage. Shame on you for condoning such behaviour and as for you Tigger…you disgust me too. Why are you both on PETA’s website if you (obviously) don’t care about animal welfare. Go back to your ignorant lives and leave those who care and want to make a change to the lives of animals, to get on with it.

      • Nick commented on June 15, 2016 at 1:03 am

        So tell me, Mary… Do farmers also fake the videos of sheep not being hurt while being shorn? You need to be very careful when you make generalizations about how shearers behave. You don’t have an eye on every shearing shed everywhere in the world and so cannot comment on what really goes on – common evidence speaks for itself. Animal abuse is an overhyped problem, when most people form a symbiosis-like state with the animal. Shame on you for condoning such aggression and as for you Ruby…same arguments for you too. Why are you both on PETA’s website if you (obviously) care more about spreading hate and accusations than actually checking up on facts. Go back to your ignorant lives and leave those who care and want to make a change to the lives of animals, to get on with it.

        If your points can be easily deflected, that’s usually the sign of a poor argument, ya weeb

  • Marjorie Marland commented on March 3, 2016 at 12:02 am

    Too much animal abuse going on in the world in this day and age there is no need to buy wool or fur man made fibres can look just as good if not better. The people who rob these defenceless animals of their beautiful coats and skin many alive are barbaric, abhorrent, mindless, sadistic non human without soul or compassion if animals could believe in the devil they would see him in the form of man.

    • Jacqui commented on March 6, 2016 at 1:17 pm

      this is not a true representation of shearing. Those hard working men and women who you refer to as sub-human do not abuse animals in this way. Peta as per usual have used famous ill informed bimbos to promote their twisted version of the truth. Find out the facts before you generalise about a whole industry.

  • Marjorie Marland commented on March 3, 2016 at 12:03 am

    Please stop wearing wool for the sake of all these suffering animals !

  • Shona commented on March 3, 2016 at 2:19 pm

    The video made reference to Australia, but is this sort of abuse evident in other countries? I was just wondering if UK regulation prevents this sort of treatment. Assuming yes, if we could focus on just buying items where sheep have been sheared in the UK then this would then only support farmers who care about their stock. Or could PETA or an standards agency review companies and give a stamp of approval that we could follow? If everyone stops buying wool then farmers who do care for their animals also suffer and all those livestock that would normally have happy lives would just be put down. Yes I fully agree that something needs to be done to prevent this abuse, but condoning all handlers and not buying any wool isn’t fair.

    • Ruby commented on March 4, 2016 at 2:02 pm

      Hi Shona,
      It’s very hard to know where wool clothing you are buying comes from, and countries where we have documented abuse like Australia and the US are the worlds top wool exporters. Alot of the clothing on UK shelves could well be from sheep in those countries.
      Sheep often live difficult and unhappy lives even in the UK, which you can read about here: http://www.peta.org.uk/issues/animals-not-wear/wool/

      • Tigger commented on March 5, 2016 at 9:56 am

        Are the abusers not prosecuted, then? That should be the answer, not ‘shock and awe’ photographs, which make some people feel good about being outraged and others just shrug their shoulders.

  • Tigger commented on March 5, 2016 at 10:00 am

    Please correct me if I’m wrong, but I have yet to see a campaign to protect SILKWORMS. Please inform yourselves of how silk is produced; something like 1,000 larvae are boiled alive to make ONE silk handkerchief.
    (Or are we only interested in the pretty little baa-lambs?)

  • Cynthia Sheward commented on March 31, 2016 at 1:22 pm

    I have worked on a farm during shearing. Your photo is totally wrong. PETA has done some good work but you are totally off-base here. A shearer would be immediately fired if he bloodied a sheep.
    I know many sheep farmers and they care deeply for their animals. Wool is a wonderful fiber. Would you replace it and the ancient cultures that support it with synthetics? BAD CHOICE.

  • Leinani Cambra commented on April 11, 2016 at 6:23 pm

    Much respect to Joanna Krupa for raising awareness!!! We have to speak up for sheep and the atrocities taking place everyday across the globe.

Post a Comment


By submitting this form, you will be indicating your consent to receiving e-mail marketing messages from us unless you have indicated an objection to receiving such messages by unticking the box above. You're also acknowledging that you've read and you agree to our privacy policy.