Animal rights organisation PETA (People for the Ethical Treatment of Animals) has intensified its longstanding campaign against luxury conglomerate LVMH, urging the group to eliminate the use of real fur and exotic animal skins across its brand portfolio. Ahead of LVMH’s annual shareholders’ meeting on 17 April, PETA—an LVMH shareholder—is again calling on CEO Bernard Arnault to commit to a complete phase-out of these materials from brands such as Louis Vuitton, Dior, and Fendi.
“Every fur trim, crocodile handbag, or pair of snakeskin shoes represents the tremendous suffering of an animal who felt fear and pain and did not want to die,” said Yvonne Taylor, PETA’s Vice President of Corporate Projects. “PETA is calling on LVMH to cut cruelty from its collections and switch to luxurious bio-based vegan furs and plant leathers that compassionate consumers demand.”
PETA has campaigned against LVMH for over a decade, raising concerns about the ethical implications of using animal-derived materials in fashion and pushing for a shift to cruelty-free alternatives.
This renewed call follows a recent PETA Asia investigation into slaughterhouses in Indonesia, alleged suppliers to LVMH. The probe revealed deeply disturbing practices—snakes reportedly being inflated with water, bludgeoned with hammers, and sliced with razors while still conscious. Similar investigations have documented workers hacking into crocodiles’ necks, driving metal rods down their spines, decapitating conscious lizards, and electrocuting ostriches before slitting their throats in view of their flockmates. Additional reports describe foxes and minks confined in squalid cages and killed via electrocution, gassing, bludgeoning, or live skinning.
Despite sustained criticism, LVMH has begun exploring animal-free alternatives. In 2022, BioFluff—a start-up producing fur alternatives from flax, nettle, and hemp—was named a finalist in the LVMH Innovation Award. LVMH has also launched La Maison des Startups, an incubator pairing entrepreneurs with LVMH brands. In partnership with Fendi, Imperial College London, and Central Saint Martins, LVMH has developed a lab-grown fur prototype. The company is now working with a biotech firm to scale this innovation for broader commercial use.
While acknowledging these efforts, PETA insists that only a full and immediate ban on fur and exotic skins will satisfy growing ethical expectations and prevent further animal suffering within LVMH’s supply chain. The group has pledged to maintain pressure until LVMH takes definitive action.
PETA also highlights that many high-end designers—such as Chanel, Balenciaga, Burberry, Mulberry, Victoria Beckham, Diane von Furstenberg, and Vivienne Westwood—have already banned exotic animal skins. Almost all major luxury houses have now eliminated fur from their collections.
As cultural influencers and trendsetters, high-end fashion houses like LVMH hold significant sway—what they create, the world often follows. In an era where innovation and ethics are increasingly intertwined, adopting animal-friendly practices is not only a moral responsibility but also a strategic imperative. By embracing cruelty-free materials and severing ties with outdated, inhumane practices, LVMH has the opportunity to lead luxury into a future where prestige and compassion go hand in hand.
