Photos: H&M’s Devilish Down Sales Summon PETA ‘Angels’ to Annual Meeting

Stockholm – A bevy of heavenly PETA “angels” decked out in faux-feather wings descended on the venue hosting H&M’s annual meeting today to call on the company to “be an angel” by banning down. The activists also passed out letters to shareholders asking them to urge the company’s CEO, Daniel Ervér, to ditch down. Meanwhile, a PETA supporter inside the meeting doubled down on the message by using their status as a shareholder to present a resolution calling on H&M to reflect on its sale of products made from cruelly obtained down feathers.


Photos and video footage from the action are available here.

“H&M continues to bankroll an industry that condemns sensitive birds to hell on Earth, forcing them to spend their lives in filth and die in agony – despite its claims that animals shouldn’t be made to suffer for its products,” says PETA Vice President of Corporate Projects Yvonne Taylor. “PETA is calling on H&M to live up to its stated values and stop peddling products stuffed with suffering by ditching down.”

A PETA Asia investigation into duck farms and slaughterhouses in Vietnam that provide suppliers – including one that listed H&M as a customer – with down marketed as “responsible” revealed that ducks suffered from gaping, bloody wounds and were forced to languish in their own waste and that birds were stabbed in the neck while still conscious. PETA entities have released nine exposés of the down industry, each one proving that filth, suffering, and violent deaths are industry norms.

PETA US submitted the ahead of the meeting, calling on the board to commission a report examining whether the company is damaging its reputation and driving away compassionate customers by continuing to produce and sell products that contain down.

PETA – whose motto reads, in part, that “animals are not ours to wear” – opposes speciesism, a human-supremacist worldview. For more information about PETA’s investigative newsgathering and reporting, please visit or follow the group on Facebook, X, TikTok, or Instagram.


Sascha Camilli +44 (0) 20 7923 6244; [email protected]