PETA Protesters Disrupt H&M Runway Show in London
PETA activists made headlines on Thursday when they interrupted an H&M runway show in London, holding signs that criticized the brand’s use of wool. Their slogans included “H&M: Wool is BLOODY Cruel. Drop it!”
This protest comes as H&M launched a new collaboration with British photographer Nick Knight, which supposedly blends themes of historical romance, cinematic menswear, and AI-enhanced visuals.
Social media footage showed the three protesters walking down the runway while models continued to strut past them, seemingly unfazed by the interruption. It’s a bit surprising, really—at least you’d think they’d react to protesters literally in their midst.
Interestingly, this protest is part of a series of demonstrations PETA has been conducting against H&M. Just the week before, they targeted a fashion show for COS (Collection of Style) in New York. However, unlike that event, security at H&M allowed the protesters to leave the runway without any physical confrontations, letting the show carry on.
PETA UK shared on social media that they had successfully highlighted concerns about wool production: “Not one, not two, but THREE PETA supporters jumped on the runway to expose the suffering behind wool.”
This series of protests has been a response to PETA’s campaign encouraging the H&M Group to abandon wool following a recent investigation revealing troubling practices within South African wool operations linked to their supply chain.
At one of their recent protests, three activists, described as “bloodied and bruised,” held a sign reading, “Sheep beaten, kicked and killed for wool,” while presenting a fake sheep outside a fashion venue as attendees entered. It’s quite a vivid image, isn’t it?
PETA Vice President Elisa Allen voiced concerns over the evidence of sheep suffering due to wool production, stating, “How much more evidence showing sheep kicked, struck, and left bleeding in shearing sheds will it take for H&M to take responsibility?”
She urged the brand to remove wool from their collections and reminded consumers that opting for vegan clothing is the surest way to avoid contributing to animal suffering.
