The Australian musician behind pop hits like “Chandelier” and “Alive” lent her song “Free The Animal” to PETA for a new public service announcement (PSA). The PSA features a seal designer and fox models draped in human flesh and urges, “Take off your skins. Put on your humanity.”
The PSA was produced by top ad agency Ogilvy & Mather in Beijing for free for PETA Asia.
“Cruelty-free vegan fashion is more popular than ever and reflects changing attitudes over killing animals for their skins,” Sia says. “I was happy to lend my song ‘Free the Animal’ to PETA for use in this important PSA.”
Every year, humans cage and kill millions of animals for fashion:
- Foxes on fur farms in China are typically kept in tiny cages before being clubbed to death and even skinned alive.
- Geese have the feathers yanked out of their skin for down, and cows used for leather often endure extreme crowding and confinement as well as castration, branding, tail-docking, and dehorning—all without painkillers.
- In Canada, thousands of seals are shot or have their heads bashed in for their fur.
- In the U.S., Argentina, and Australia—the source of 90 percent of the world’s wool—investigations have revealed that sheep have been cut, kicked, and punched by shearers.
How You Can Help Stop This
- Shop cruelty-free and avoid fur, down, leather, exotic skins, and wool. Vegan products are available at mainstream stores like Payless, Target, H&M, Forever 21, and others. Just look for polyurethane, faux fur, or cotton instead of wool, and other synthetic (or “man-made”) materials.
- Spread the word! When shopping this holiday season, share your cruelty-free haul on Twitter and Instagram with the hashtags #WearYourOwnSkin, #FurFree, and #CrueltyFree.