Executives from H&M had a meeting with representatives from animal rights group PETA last month following a strange situation at a New York Fashion Week show. Reports indicate that a high-ranking H&M executive, among others, was involved in an altercation with an activist.
In light of this incident, the Swedish fashion brand arranged a discussion with PETA to go over the organization’s findings related to the wool industry. However, the Zoom meeting on September 25 left much to be desired, according to Anne Brainard, PETA’s senior director of strategy.
“It seemed like they were just trying to tick a box by meeting with us,” she expressed. “They didn’t make any real commitments. They recognize that using animals for fashion is wrong, but there’s no real change happening.”
Brainard pointed out that H&M, along with its premium brand COS, is currently the primary focus for PETA regarding wool. “We will persist with our efforts to disrupt shareholder meetings and carry out public demonstrations,” she added.
Also present during the video call were key figures from H&M: Cecilia Stromblad Brannsten, who oversees resource use, and Markus Ahlberg, who leads sustainability engagement.
PETA and H&M have had an ongoing contentious relationship for over ten years. The fast-fashion brand has previously agreed to stop using materials such as fur, exotic skins, and angora wool, largely due to PETA’s advocacy.
Just last month, PETA activists disrupted a COS fashion show in Manhattan, leading to a moment where protester was forcibly removed from the runway by Steven Kolb, CEO of the Council of Fashion Designers of America. This was captured on video.
Kolb later expressed regret over physically silencing the activist as she protested against the alleged abuse of sheep during wool harvesting.
Following the backlash, Kolb stepped down from his long-held position at CFDA.
Meanwhile, H&M responded to the events at the fashion show by stating: “We uphold everyone’s right to express their opinions and believe in treating them with care and respect. We prioritize animal welfare and agree with PETA on the importance of not harming animals for fashion.”
As for the recent discussion with PETA or potential next steps regarding the fashion show incident, the company has chosen not to comment.
