They've made their message clear when it comes to fur and leather in the fashion industry - now animal rights campaigners have set their sights on wool.
Brentford -based model Anna Buraya joined three other activists to stage a punk intervention at London Fashion Week, demanding a "vegan fashion revolution".
Kitted out in "vegan" leather and tartan, made from non- animal materials, the quartet protested against the use of real fur, leather and wool for clothing.
Ms Buraya, 25, who was campaigning on behalf of PETA (People for the Ethical Treatment of Animals), said: "Most people are horrified when they learn that gentle sheep were punched in the face, slammed to the floor, or stamped on and then killed by impatient shearers just for a wool jumper.
'Fashion lovers needn't sacrifice style to prevent cruelty'
"Fortunately, fashion lovers don't need to sacrifice style in order to avoid contributing to a cruel industry – and I joined with PETA to spread precisely this message.
"Since so many designers and retailers offer vegan fabrics that are trendy, warm, and both animal- and eco-friendly, it's never been easier to leave wool and other animal-based materials out of your wardrobe."
The protest was staged on the opening day of London Fashion Week, which is one of the industry's most prestigious gatherings, last Friday (September 16).
PETA claims the production of fur, leather and wool is unethical due to the treatment of the animals involved.
It says foxes, rabbits and minks are confined to cramped cages, cows suffer painful mutilations and sheep are cut, kicked, punched and killed by impatient shearers.
'Wool industry condemns cruelty to animals'
A spokesman for the British Wool Marketing Board said: "We condemn cruelty to animals of any kind and fully support both the UK animal welfare legislation and controls, and the International Wool Textile Organisation Guide Lines on Animal Welfare drawn up by wool grower nations.
"UK farmers, along with shearers, uphold to the highest standards of animal welfare and take great pride in their work and our industry.
"There are procedures and structures in place to encourage and safeguard UK animal welfare standards to ensure these are adhered to."
