Adah Sharma stepped in support of cruelty against animals and teamed up with People for the Ethical Treatment of Animals (PETA) India in a new campaign to call attention to the suffering of more than 1.4 billion cows, sheep, and goats and millions of other animals killed every year for the toxic leather industry.
To urge shoppers to steer clear of the violently obtained material, Adah posed for the campaign which featured her looking terrified as she’s skinned alive. Voicing the words ‘Leather is a Rip-Off’ and ‘Your Leather Jacket Was Someone’, the campaign was shot by photographer Tejas Nerurkar. Adah was styled by Juhi Ali and her hair and makeup was done by Snehal Chandorkar and Mitanshi Dabi respectively.
The campaign visuals were unveiled in Mumbai on August 20, where Adah who looked vibrant in an orange co-ord set, expressed her views on the occasion. “Sensitive cows, buffaloes, snakes, and crocodiles feel the same pain and fear that we do but are forced to endure tremendous suffering just to be killed for leather bags and shoes that can be made from vegan leather instead,” says Sharma. “My friends at PETA India and I are urging everyone to keep the horrors of the slaughterhouse out of their closets by opting for vegan fashion. You can look killer without killing animals.”
The campaign video also sees Adah sharing insights on the horrors of slaughterhouses where animals are skinned alive. Animals used for leather in India are often crammed into vehicles so tightly that many are injured or die on the way to a slaughterhouse. If they survive the journey, their throats are cut in full view of other animals. Leather production also destroys the planet, as turning animals’ skin into leather requires massive amounts of toxic chemicals and runoff from leather tanneries poisons local waterways.
Given the animal welfare, environmental, and human health problems associated with producing animal-derived materials, vegan fashion is the future. For a previous World Fashion Day, 33 leading designers agreed to give leather the boot after being asked by PETA India and Lakmé Fashion Week to stop using the material in order to protect animals and the environment. Top designers who won’t be using leather include Gaurav Gupta, Masaba Gupta, Monica and Karishma, Aneeth Arora, Ranna Gill, Shyamal & Bhumika, Sonaakshi Raaj, Siddartha Tytler, Rina Dhaka, Vikram Phadnis, Rocky Star, Atsu Sekhose, Dev R Nil, and Akshat Bansal. Anita Dongre and Purvi Doshi have been leather-free for a while.
Sharma joins a growing list of celebrities including Raveena Tandon, Sunny Leone, Dia Mirza, Sonakshi Sinha, Ileana D’Cruz, Harshvardhan Rane, Dipannita Sharma, Milind Soman, and Jacqueline Fernandez who have teamed up with PETA India to promote ethical fashion.
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