Animal welfare group Peta has revived its runway protest tactics, now targeting the use of wool in the fashion industry. Last month, Peta activist Josie Knowles disrupted a London Fashion Week catwalk, holding a sign that read “H&M: Wool is Bloody Cruel.”
Knowles, who leads fashion campaigns at Peta UK, confirmed that dressing to “look the part” was part of her preparation for the protest. Her action, which she practised to ensure her message was seen, subsequently went viral, with one post alone receiving 40 million views.
This return to catwalk protests follows a period where the tactic had waned after the fashion industry largely removed fur from new lines. However, since 2023, activists have disrupted shows at various top fashion brands, including Burberry, Gucci, Hermès, Victoria Beckham, and Fendi.
Peta's shift in emphasis now calls for the eradication of nearly all animal-derived fabrics, including wool. H&M became a target last year after Peta reportedly captured footage of extreme cruelty to sheep at a wool operator supplying the brand.
The organisation claims to have evidence of mistreatment from 150 wool operations globally, describing certifications like Nativa and Responsible Wool Standard as “humanewashing.” Concerns about sheep welfare are also shared by other organisations, with studies indicating acute stress responses during shearing and the RSPCA Australia speaking out about shearing injuries.