Breaking: PETA ‘Models’ Crash H&M’s London Fashion Week Show Over Wool Cruelty

Breaking: PETA ‘Models’ Crash H&M’s London Fashion Week Show Over Wool Cruelty

London – This evening, as H&M held its much-anticipated London Fashion Week show at the Olympia in London, three PETA[JW1] [JK2]  supporters stormed the runway brandishing signs that read, “H&M: Wool is BLOODY Cruel. Drop It!” 

See video footage of the runway takeover here.

The action comes just days after PETA supporters took over the runway at H&M Group-owned COS’s New York Fashion Week show to call out the brand’s use of wool, where protesters were physically restrained by Council of Fashion Designers of America CEO Steven Kolb. Footage of the incident went viral, and Kolb was subsequently placed on leave.

The back-to-back protests are part of PETA’s campaign urging the H&M Group to drop wool following a recently released PETA Asia investigation into a NATIVA-certified South African wool operation tied to H&M Group’s supply chain. The footage shows workers kicking and stomping on terrified sheep, dragging them by their legs, and leaving them with gaping wounds after crude shearing.

“How much more evidence showing sheep kicked, struck, and left bleeding in shearing sheds will it take for H&M to take responsibility?” says PETA Vice President Elisa Allen. “H&M must kick wool cruelty off its catwalks and out of itscollections, and PETA reminds consumers that choosing vegan clothing is the only way to guarantee that no animals were harmed.”

PETA notes that sheep are highly social animals who form strong bonds with each other. They grow depressed if isolated from their flock and communicate their emotions through facial expressions, just like humans. PETA entities have now released 17 exposés of over 150 wool industry operations in seven countries on four continents – revealing that even on self-proclaimed “ethical” and “responsible” farms, extreme cruelty and violence are rampant.

Outside the venue, three ‘bloodied and bruised’ PETA models cradled a “dead sheep” while branding a sign reading, “Sheep beaten, kicked and killed for wool,” held a protest as attendees were entering the show. Photos are available here (Harvey Giles Photography).

PETA – whose motto reads, in part, that “animals are not ours to wear” – points out that when it comes to the ability to feel pain, hunger, and thirst, a sheep is a dog is a boy. For more information, please visit PETA.org.uk or follow PETA on Facebook, X, TikTok, or Instagram.

Contact:

Jennifer White +44 (0) 20 7837 6327; [email protected]

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