Activist Heather Mills McCartney, wife of ex-Beatle Paul McCartney, is fronting a new PETA (People for the Ethical Treatment of Animals) campaign against fur in fashion, timed to coincide with New York Fashion Week.
Seeking to highlight the issue, Mills McCartney has been visiting offices and outlets of the top fashion labels that have used fur, including Jennifer Lopez's Sweetface company.
The campaign follows a year-long undercover investigation into Chinese fur farms by PETA which claims to have captured video footage of fur farmers swinging raccoon dogs and foxes by their hind legs and smashing their heads into the ground-breaking the animals' necks or backs but leaving them panting, blinking, and completely conscious as they are skinned alive.
PETA claim raw fur pelts from China often move through international auctions where their origin can be mislabelled as other types of fur. Campaigners insist that dog and cat fur is undistinguishable from that of other animals-only a DNA test can reveal its real source-so the best solution is to avoid wearing any fur.
Mills McCartney, who already has a high profile as an anti-landmine activist, hand-delivered PETA's campaign DVD to the HQ of J-Lo's Sweetface HQ where she held an impromptu press conference, denouncing J-Lo and Diddy for using fur in their designs.
Earlier this week Mills McCartney was told to leave J.Crew's Madison Avenue store by police after she walked in wearing a flat-screen TV showing images of animals being skinned alive. Mills and 15 other PETA activists left the store after cops showed up and threatened to arrest them.