Each year, People for the Ethical Treatment of Animals (PETA) recognizes brands and individuals that it believes have made the greatest impact and contribution to animal welfare. The organization aims to inspire further progress across the industry and promote more of what it calls “cruelty-free fashion”.
Since 2023, the awards have expanded to include UK and US recognitions, allowing a wider range of honorees to receive PETA’s seal of approval. In 2024, Victoria’s Secret and Stella McCartney secured the top spots at this year’s US awards ceremony.
Stella McCartney and Victoria’s Secret at the top
The lingerie brand was named PETA’s 2024 Company of the Year for abandoning its previous use of animal feathers in runway looks. For the brand’s return to the runway this year, the “angel wings” were instead made from Swarovski crystals and 3D printed materials.
Already a PETA favorite, McCartney has been dubbed the “go-to brand for luxury, sustainable, vegan pieces,” a title reinforced by the launch of her Winter 2024 campaign, “It’s About F**king Time to Save the Animals” was underlined. In a statement, the designer said it was an honor and a privilege to be named Person of the Year, saying she has been “committed to this bold, rebellious, badass movement since her youth.”
This year’s British awards were won by Marc Jacobs, who won Best Luxury Moment for endorsing a ban on wild animal fur; Ugg, which won best vegan shoes after its collaboration with Collina Strada; and H&M, which won best high street fashion moment for banning newly manufactured down.
Material innovations dominate the award winners
A large portion of the awards went to brands that implemented animal-friendly innovations into their supply chains this year. Ecopel launched a plastic-free fur alternative called “Flur” which won the award for best vegan fur, while Fibe won an award for its potato fabric, making it innovation of the year.
The award for best vegan wool went to Italian company Opera Campi, which used hemp for its alternative material, and Pangaia’s Gaia piece won best vegan bag for its use of leather-free fabric Mirum. Gymshark was also selected for its Recycled Fill Sherpa Puffer Jacket, which won the title of Best Vegan Puffer Jacket.
Individuals were also recognized as award winners. For example, Prince William won the Red Carpet Award for his choice to wear Bananatex banana fiber sneakers at the Earthshot Awards. Handbag designer Melina Bucher won the Progress Prize for opening a vegan leather studio. Copenhagen Fashion Week received the award for Best Catwalk Moment in response to its decision to ban wild animal fur and feathers from its catwalk.
As always, PETA also named and shamed those who actively disapproved of them this year. Pharrell Williams was named Villain of the Year for refusing to ban fur and wild animal pelts from his collections at Louis Vuitton, where he is creative director. Meanwhile, model and Cristiano Ronaldo’s wife Georgina Rodríguez has been named the worst-dressed person of the year for regularly opting for fur and animal skins despite backlash from animal rights activists.
This article previously appeared on Fashionunited.com and was created using digital tools translated.
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