Fact: Each year, over 1 billion animals are killed for their skins and hides.
These animals were once free and wild, and now a fashion statements. In high-end fashion, there's a harsh reality often ignored. The industry heavily relies on products made from animals. This case study looks into an awareness project to shed light on this issue.
The aim is to provoke consumer introspection, urging them to reconsider their support for luxury brands who profit from animal exploitation. By using sarcasm and imagery that depict the perfect home for these creatures, it sought to evoke empathy and encourage behavioural change.
Project
Awareness
Year
2024
Industry
Fashion
The Suffering
Impact of fashion industry on animals
FACT: The slaughter methods used in the leather industry are often brutal.
In the pursuit of raw materials used in fashion industries, adult animals are frequently captured or killed, leading to a tragic and often overlooked consequence. The orphaning of their young. These babies are left without their mothers, stripping them of the necessary protection and guidance critical for their survival and development. This practice impacts individual animal lives and disrupts entire ecosystems.
The exotic skins industry involves the killing of snakes, crocodiles, and other reptiles. For example, it takes two to three crocodiles to make a single handbag .
This practice affects individual animals and an entire ecosystem. Focusing on short-term profits ignores the long-term damage to wildlife populations and the environments they live in. This shows a significant oversight in wildlife management and conservation efforts, where animal welfare is overlooked for commercial gains.
The Marketing
The Ingredient. Face, Elegance & Exclusivity.
Luxury brands market products made from exotic animal materials as symbols of exclusivity and prestige, focusing on the rarity and quality to attract high-end consumers. These ad campaigns often feature celebrities or beautiful faces and are set in glamorous locations, emphasizing the brand's craftsmanship and heritage.
However, these advertisements typically omit any mention of the ethical and environmental impacts associated with sourcing these materials. The realities of how these products are obtained. Often at the expense of wildlife and biodiversity.
Luxury brands use storytelling to portray a narrative of elegance and luxury, distancing consumers from the moral issues involved. This approach may need to change as consumer awareness of ethical and environmental issues grows.
Sharks are Predators
Sharks are used by luxury fashion brands for their unique leather, known as shagreen, in products such as shoes, belts, and handbags. This demand has led to the widespread harvesting of sharks, primarily for their durable and textured skin, making it a popular choice for high-end fashion items.
Many shark species are already vulnerable due to overfishing and habitat loss. The added pressure from the fashion industry for shark leather intensifies these threats, pushing some species towards extinction.
Camels are Exotic
Camels are often subjected to inhumane treatment, including poor living conditions, harsh handling during transport and slaughter, and inadequate methods of slaughter that cause unnecessary suffering. These issues are compounded by environmental stresses in the arid regions where many camels are farmed, such as limited water resources.
Fashion industry must confront its role in the cruelty inflicted on camels without drastic changes, every luxury item made from camel leather is stained with suffering and exploitation.
The Selling
The Art of Language
In the world of high fashion, luxury brands are curating experiences. On their product pages, these brands combine sophisticated language with minimalist design to enhance the allure of their product.
Luxury brands choose their words carefully, employing a vocabulary that elevates the perceived value of their products. Descriptions are not merely informative but emotionally resonant, using terms like "exquisite," "impeccable," and "timeless" to evoke a sense of exclusivity and quality. The narrative extends beyond the product itself, with phrases that paint a picture of lifestyle and sophistication.
There is a strong emphasis on heritage and craftsmanship, highlighting the traditional techniques and historical value embedded in each item. Precise technical details about materials and construction are also meticulously provided to reassure customers of the high-quality investment they are making.
DO NOT BE FOOLED!
The Alternatives
Reshaping Fashion. Say no to killing!
Swapping animal skins in fashion for eco-friendly alternatives reduces harm to animals and the environment. These new materials look and work like real leather, offering a sustainable and cruelty-free choice. They use renewable resources, cut down on waste, and help create a more ethical and eco-conscious fashion world.
Piñatex
Pineapple leather is an imitation leather called Pinatex.
It is a great synthetic leather alternatives made from cellulose fibers extracted from pineapple leaves(waste).
Each year, millions of animals are raised and slaughtered for their skins in the fashion industry, a process that raises serious ethical and environmental concerns.
As the fashion industry seeks more sustainable and ethical alternatives, embracing materials like Piñatex could play a crucial role in transforming fashion into a force for good, aligning style with environmental stewardship and animal rights.
Mycelium
Mushroom leather redefining ethical fashion.
Also know as mycelium leather, it is a material from fungi roots. Made by growing mycelium on waste, creating a fiber network.
Exotic animals, including reptiles and rare mammals, are frequently hunted or farmed under harsh conditions for their unique skins.
By substituting these with mycelium leather, the fashion industry can help preserve endangered species and reduce the ecological impact associated with exotic leather procurement.
Nopal cactus
Cactus leather could be the future of Fashion.
Cactus leather is made from the tough parts of the nopal cactus. It's eco-friendly, strong, and needs little water and no pesticides to grow.
Cactus leather addresses ethical issues tied to animal leather, making it an appealing option for those focused on sustainable practices and animal welfare.
Cactus leather's versatility in texture and color makes it suitable for a wide range of fashion items, from luxury handbags to durable footwear, providing an excellent opportunity for designers to innovate while respecting the environment.
