Join the Flock: Brands That Have Banned Feathers

One thing we’re happy to see take flight? Fashion companies around the world are waving goodbye to feathers stolen from sensitive birds.

We soared high when Victoria’s Secret rolled out showstopping, beautifully designed faux feathers for the first time on its iconic runway. After talking with PETA, the company created head-turning looks with 3-D–printed materials, quilted satin, soda can tabs, and Swarovski crystals—leaving birds in peace. This was a bombshell move from the leading lingerie powerhouse, which had previously used an estimated 620,000 feathers plucked from ostriches, pheasants, and chickens for a single show. And in 2026, popular lingerie and loungewear brand Adore Me banned feathers across its collections sold at thousands of stores nationwide, including Macy’s, Nordstrom, Target, Victoria’s Secret, and Walmart. These victories are thanks to our thousands of persistent supporters like you, who help us push retailers to let birds keep their feathers.

There’s nothing light about it—behind every feather trim or accessory is extreme cruelty. Workers tear feathers from ostriches’ bodies for boas and dusters. Feathers called “marabou,” sometimes seen on catwalks and red carpets, are taken from sensitive turkeys and chickens raised on filthy, crowded farms. There’s even a black market for peacock feathers, supplied by operations that may confine as many as 10,000 birds in packed sheds—where disease spreads easily, and injuries are common.

The good news? Dozens of companies have joined the feather-free movement, setting a compassionate example for others to follow suit.

The following is a growing list of fashion companies and brands that have banned feathers.  

All Decorative Feathers:

• Adolfo Dominguez
• Adore Me
• Ba&sh
• C&A
• Claire’s
• Claudie Pierlot
• Ecoalf
• Eleanor Williams
• Elisabetta Franchi
• Felder Felder
• Fursac
• Gymshark
• Joshua James Small
• Maje
• Odd Muse
• Omnes
• Patrick McDowell
• Piferi
• Richard Malone
• Sandro
• Sarah Regensburger
• Save the Duck
• SKFK
• Sandro
• SkinnyDip
• Stella McCartney
• The ICONIC
• Tiziano Guardini
• VIN + OMI

Wild-Animal Feathers (including ostrich, peacock, pheasants, and other birds considered “exotic”):

• Aritzia
• ASOS
• H&M
• SHEIN
• Williams-Sonoma

And it’s not just retailers—Helsinki Fashion Week and Ibizia Fashion Festival have banned all feathers from their runways, and Melbourne Fashion Week and Copenhagen Fashion Week have now banned all wild-bird feathers. Berlin Fashion Week has banned all new feathers starting in 2026.  

The ‘Fowl’ Truth About Feathers

A PETA investigation into one of the largest ostrich-slaughter operations in the world revealed that workers forced frightened young birds into stun boxes before slitting their throats in full view of their flockmates.

What About Down?

In the down industry, workers violently pluck feathers from ducks and geese to stuff jackets, pillows, and comforters. Many major brands have already banned down and switched to innovative, high-performance materials that aren’t cruel to birds.

Pledge to Go Feather-Free!

Birds are feeling individuals who form lasting bonds, grieve losses, and experience joy, love, and fear. Ostriches share parental duties and stay with their babies for up to three years. Free turkeys spend their days caring for their families, building nests, and taking dust baths. Peacocks use their feathers in intricate courtship dances and to communicate.

Birds’ feathers aren’t decorations—they’re essential. Like human hair, they help regulate body temperature, protect delicate skin, and allow birds to balance, communicate, and move through the world. Their feathers belong to them.

Use your power as a consumer to be an avian advocate. Speak up today: