After nearly three decades, Peta is dropping its famous celebrity-baked ‘I'd Rather Go Naked Than Wear Fur’ campaign as it shifts its focus towards the ‘violent’ leather and wool trades.
A-list celebrities from Eva Mendes to Pink and Gemma Collins posed in various states of undress for the animal rights organization over the past 30 years to end animal cruelty in the fur industry.
The campaign first launched in 1990 with members of The Go-Go’s band, and from then on, it went from strength to strength, recruiting the likes of Pamela Anderson and Kim Basinger, as well as dozens of other celebrities.
Declaring the demise of the fur trade, Peta is calling it a wrap on the famous ad campaign, but it will continue to target fur in different ways.
“Nearly every top designer – including Vivienne Westwood and Burberry – has shed fur, Britain has banned its production, California has banned the sale of it, Queen Elizabeth II has renounced it, and retailers such as Selfridges and Topshop refuse to sell it,” said Peta director of international programs Mimi Bekhechi.
“With fur in a downward spiral, Peta will expand its efforts to expose the violent leather and wool trades.”
In addition to the ongoing FurFreeBritain campaign, which calls for a ban on fur sales, the organization will continue to work with celebrities to spread awareness on animal cruelty. Building on the success of the ‘I'd Rather Go Naked Than Wear Fur’, Peta said a similar initiative, with a revised headline, could be in the pipeline, such as ‘I'd Rather Bare Skin Than Wear Skin’.