Louis Vuitton is the next designer brand to be targeted by PETA, with news the animal rights group has bought shares in LV's parent company, LVMH.
The holding will give PETA the right to attend board meetings and question the board about its use of animal skins in front of other shareholders. It follows a 2016 investigation into the way crocodile skin is harvested.
A PETA report alleges that one farm, which supplies skins to LVMH, holds crocodiles in small concrete enclosures for up to 15 months. It states some enclosures were narrower than the animals’ bodies and reveals the inhumane killing methods employed by this farm (pre-warning for graphic language):
“Experts have found that crocodilians remain conscious for over an hour after their spinal cord has been severed and their blood vessels cut. A reptile expert who watched footage of the crocodiles being slaughtered said that: “the neck incisions would have been very painful and inhumane” and “there is no probability that these animals ‘died instantly.'”
Following the report, LVMH’s director of environment, Sylvie Bernard, told BBC its tannery had not bought crocodile skins from Vietnam since 2014.
"We have no knowledge of a partner that would practice the method you referred to ... any cruel method involving the suffering of the animal is in clear contradiction with our principles and rules," she said.
PETA hopes the ability to attend board meetings will push other shareholders to pressure board members to change company processes.