The Ultimate Collaboration

Fashion Meets Sustainability

What would happen if PETA collabed with the luxury brand most notorious for using leather skins?

Who is PETA?

Founded in 1980, PETA has grown into the largest animal rights organization in the world with over 9 million members. PETA became the leading animal-rights organization in the world through confrontational tactics. In the 1990s PETA launched a war against fur in fashion, eventually occupying Calvin Klein’s Headquarters in 1994, leading to them dropping fur. Today, PETA is largely known for its provocative stunts to shame the fashion industry’s cruel and unethical use of animal-based material. However, our research discovered that PETA’s mission resonates with a younger generation, its messaging around this issue, which was once considered disruptive and even outrageous, is growing stale.

Gen Z tends to be skeptical of large organizations, including PETA, often questioning their methods and transparency. Many young people are critical of PETA's shock tactics and controversial campaigns, which they sometimes see as counterproductive or overly aggressive. Despite this criticism, Gen Z generally supports the principles of animal rights and welfare, aligning with PETA's core mission. This generation is highly aware of and concerned about issues like factory farming, animal testing, and environmental sustainability, and they often seek to align their lifestyles with these values by choosing vegan or vegetarian diets and cruelty-free products​​.

Because of this generation’s focus on sustainability, certain luxury brand’s embrace of resale markets makes them resonate with the group. For example, Gucci’s Equilibrium Project, which focuses on circular fashion aligns with Gen Z’s values.

Let’s Bring PETA to the Kitchen Table

  • Unafraid to take positions that may not be in lockstep with what others are doing.

    No one does in your face like PETA. However, their tactics are so known and used, they’re no longer shocking. To be disruptive once again, there’s an opportunity for PETA to flip the script on its playbook and trade confrontation for collaboration.

PETA can have Kitchen Table Talk through partnering with the fashion titan and leading label for luxury leather products, Gucci, transforming PETA’s villainous anti-hero into a surprise ally by leaning into a fashion future that is vegan.

PETA x Gucci Integrated Communciations Campaign

PETA will collaborate with Gucci on a collection using a new crop of revolutionary mushroom leather, spotlight the collaboration during Fashion Week. PETA’s infamous tactics will be turned on its head, as the collection will be introduced via a staged protest during Gucci’s fashion show. We will support the live activation with high-impact magazine advertising, social media platforms and earned media that will not just bring new eyes and a fresh perspective to PETA’s mission, but actually save the lives of animals.