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

Posted by on March 2, 2016 | Permalink

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.