PETA targets Pharrell Williams in a bold campaign against animal fur and leather use

PETA uses a parody of "Happy" to lash out against Pharrell Williams and Louis Vuitton who continue to use animal fur by subjecting them to inhumane torture. The video shows LEGO minifigures wearing blood-stained shirts

PETA has launched a campaign against Pharrell Williams, Louis Vuitton’s creative director for menswear, by parodying his iconic song “Happy.” The goal? To raise awareness about the use of animal fur and leather in Louis Vuitton products.

In an animated LEGO-style video, PETA depicts Pharrell as a minifigure wearing a blood-stained shirt—a graphic symbol of the suffering imposed on animals for the making of fashion items. The song’s chorus has been reimagined as “C’est pas chic” (“It’s not chic”), directly criticizing the cruelty tied to the fashion industry.

Louis Vuitton’s practices under fire

The campaign focuses on Louis Vuitton’s continued use of wild animal skins and fur despite advancements in sustainable fashion. PETA has highlighted numerous investigations documenting the brutal treatment of animals such as snakes, crocodiles, lizards, and ostriches, all used to produce leather and fur for luxury fashion.

For instance, a study conducted in Indonesia revealed that workers skinned animals while they were still alive, using methods like hammering or electrocution—practices that PETA describes as “inhumane and barbaric.”

Pharrell’s unfulfilled promises

PETA has been writing to Pharrell, asking him to keep animal-derived materials out of his collections and pointing out that other top designers, such as Stella McCartney and Gucci, have already abandoned fur and leather. The campaign from the organization challenges Pharrell to lead by example in embracing an ethical and sustainable approach to fashion-one that doesn’t take the lives of animals to make luxury items.

Pharrell had earlier announced that he would be phasing out fur and leather, saying his team was on the lookout for alternatives. So far, nothing has materialized, casting aspersions on the sincerity of his pledge. PETA now calls upon him to take concrete steps to save animals, underlining that the future of fashion has to be sustainable and that designers must be responsible for their decisions.

The call for change

PETA’s message is simple: The fashion industry needs to evolve towards being more sustainable and responsible. On the global stage, as an artist and designer, Pharrell is in a position to lead by example. According to PETA, his fans and consumers look to him to make animal rights a priority and to lead the way to a kinder fashion world.

Source: PETA