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The Guardian - US
The Guardian - US
World
Hannah Marriott

Peta claimed victory when fashion stopped using fur – so why are they back hijacking catwalks?

a woman holds a sign that reads 'H&M wool is bloody cruel drop it'
Josie Knowles, an activist with Peta UK, crashes London fashion week on 17 September 2026. Photograph: Peta UK

Her walk was poised, her outfit – crop top, tailored trousers, high heels – so on point that when Josie Knowles strutted down a London Fashion Week catwalk last month she could have passed for a model. That is, had it not been for the sign the Peta protester held saying “H&M: Wool is Bloody Cruel.”

Still, as one social media commentator put it when praising her strut: “you cant tell me Peta didn’t know what they were doing when they hired this diva”.

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