Fashion Crime at Loro Piana: PETA Calls For Investigation Into Illegal Fur Sales

For Immediate Release:
January 19, 2023

Nicole Meyer 202-483-7382

Beverly Hills, Calif. – Today, after a PETA supporter documented fox fur–trimmed jackets being sold at the Loro Piana store on Rodeo Drive, the group sent a letter to California Department of Fish and Wildlife Law Enforcement Chief David Bess urging him to investigate this apparent violation of the statewide fur ban that went into effect on January 1. The law—which was championed by more than 600,000 PETA supporters in California—outlaws the sale, offering or display for sale, and production of all new fur products.

“Loro Piana isn’t just committing a fashion crime by selling fur: It may also be breaking state law,” says PETA President Ingrid Newkirk. “PETA is urging state officials to investigate and calling on this cruel retailer to stop stocking fur items, which sicken kindhearted consumers.”

Animals used in the fur industry spend their entire lives inside cramped cages, where they frantically pace back and forth, gnaw on the bars, and mutilate themselves. Others are caught in steel traps—which slam shut on their legs, often cutting down to the bone, causing excruciating pain and blood loss.

PETA also alerted Bess to Loro Piana’s locations in San Francisco and Costa Mesa, California, for further investigation into their fur sales. Hundreds of other companies and brands—including Alexander McQueen, Balenciaga, Gucci, Michael Kors, Oscar de la Renta, and Versace—have stopped selling fur, but LVMH, Loro Piana’s parent company, has refused to cut ties with the fur and reptile skins industries, even after a PETA Asia exposé revealed that workers at an LVMH supplier beat snakes with hammers, sliced them open with razorblades, and likely skinned them alive.

PETA—whose motto reads, in part, that “animals are not ours to wear”—opposes speciesism, a human-supremacist worldview. For more information on PETA’s investigative newsgathering and reporting, please visit or follow the group on Twitter, Facebook, or Instagram.

For Media: Contact PETA's
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 Ingrid E. Newkirk

“Almost all of us grew up eating meat, wearing leather, and going to circuses and zoos. We never considered the impact of these actions on the animals involved. For whatever reason, you are now asking the question: Why should animals have rights?” READ MORE

— Ingrid E. Newkirk, PETA President and co-author of Animalkind