Valentino is the first major luxury fashion brand to ditch alpaca wool from its future fashion collections following a PETA exposé
Luxury fashion brand Valentino has ditched alpaca wool from its future fashion collections from the end of 2021.
The brand made the decision following an undercover investigation by PETA which revealed mistreatment of the animals at the largest alpaca wool producer in Peru.
PETA undertook an undercover investigation into Mallkini, the world’s largest privately-owned alpaca farm in Peru, in order to reveal the reality of the suffering inflicted on the animals for their fur.
Horrific and upsetting video footage taken by the organisation discovered that “workers held struggling, crying alpacas by the ears as they were roughly shorn with electric clippers, causing some to vomit out of fear”.
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Michell, which owns Mallkini, released a statement following PETA’s investigation, saying: “The shocking images transmitted in the video undoubtedly show excesses that we deeply deplore and affect us profoundly. They have clearly been edited and show unacceptable mistreatment practices carried out by negligent shearers.
“We want to reiterate our commitment to continue striving to improve our animal welfare, to work for a healthier environment, to provide the best products and services to all of you, to take care of our collaborators, and to contribute to our community, always in an honest and transparent manner.”
“Valentino’s compassionate decision will go a long way in helping to prevent vulnerable alpacas from being abused and shorn bloody for their fleece,” said PETA executive vice president, Tracy Reiman.
“Kind shoppers can do their part by steering clear of alpaca fleece and opting for chic, PETA-approved vegan clothing that no animal had to suffer for.”
Valentino joins the likes of Uniqlo and Marks & Spencer in making the decision to ditch alpaca product from their garments going forward.
After viewing the footage, Marks & Spencer, which has more than 1,400 stores across 57 countries, said that the footage highlighted “concerns around the welfare of animals that are farmed to produce alpaca [wool]”.
PETA is now calling on retailer Anthropologie to ditch alpaca wool after the company was discovered to still be selling items containing alpaca wool.
Sign the petition asking Anthropolgie to stop selling alpaca wool here.