Imagine having your hair ripped out while you scream in pain. Anyone who’s ever been to a waxing salon is probably shuddering right now—you know that it’s a painful, unpleasant experience. Now imagine that you have hair all over your body and that all your hair is ripped out every three months—and not by choice. There’s no warm wax or a comforting touch. The pain skyrockets to a level that no one could tolerate.
Award-winning ad agency Lowe and Partners created this eye-opening new ad for PETA, which will help consumers get a slight feel for how angora is produced (the rabbits obviously have it much worse). The ad was directed by Olivier Venturini alongside the production company Great Guns.
Last year, PETA released the findings from our investigation of angora rabbit farms in China, the source of 90 per cent of the world’s angora. PETA’s investigator found rabbits screaming and writhing in pain as workers violently ripped out their fur by the fistful. After being plucked bald, the rabbits lay motionless inside tiny, filthy wire-bottom cages, stunned and in shock. Rabbits used for angora endure this terrifying ordeal every three months for two to five years before being killed.
Following the release of PETA’s behind-the-scenes video, retailers all over the world—including Forever 21, Eddie Bauer, PVH Corp. (the parent company of Calvin Klein, Tommy Hilfiger, IZOD, and other top brands), H&M, Marks & Spencer, and Gap, Inc.—either pulled angora products from their shelves or banned angora entirely.
The true feel of angora is pain and death. You can help rabbits by taking PETA’s pledge to leave angora out of your wardrobe.