People for the Ethical Treatment of Animals (“PETA”) has set its sights on Prada. After acquiring a very small stake in French luxury goods brand, Hermès, last summer, the animal rights organization, famous for its shocking media campaigns, has taken a stake in Prada in order to pursue its protest over ostrich leather handbags from inside the luxury fashion group.
PETA has confirmed the buy-in, which comes on the heels of an investigation that revealed that ostriches as young as one were being slaughtered in South Africa to produce the “goose bump” leather that Prada uses for its pricey handbags, per Fashionista. According to a statement from the activist group, “Peta USA is taking the fight against cruelty into Prada meeting rooms where it will able to ask the company to end forever the use of ostrich leather in its bags.”
Neither PETA nor Prada has revealed how large a stake the animal rights group has purchased in the Italian design brand, aside from it being more than a single share. However, if the Hermès deal is anything to go on, it is small. PETA is not looking to luxury brands for lucrative investment deals but more for access to the brands’ annual shareholder meetings.