In Thailand, millions of exotic animals have endured unimaginable pain such as

being cruelly skinned alive to serve as luxury fashion items. The country is home to

the world’s largest source of crocodile skin supply and is a major exporter of exotic

skins to leading global fashion brands. At the same time, Thai consumers rank

among the world’s top buyers of exotic skin products as they fail to connect their

luxury purchases to animal cruelty. With PETA’s objective to end the use of exotic

skin, the campaign aimed to get people who are blinded by luxury beauty to

realize the animal suffering behind this brutal trade, and pledge against all exotic

skin products.

We set up a boutique store in the heart of Bangkok’s fashion district displaying an

exquisite collection of fashion products seemingly made from exotic animal skin.

On the outside they appeared identical to brand name fashion items, from bags to

boots and jackets to other accessories. However, the interior was fitted with

mechanics that mimic the internal organs of animals such as beating heart and

flowing blood. Hidden cameras captured the shocking reactions of visitors who

afterwards were facilitated by PETA’s staff, brochure and video to learn about

animal cruelty behind the production process. The shop was taken online to

amplify the campaign’s reach. Browsing into what appeared to be ordinary

product posts, shoppers learnt about the horrific process behind each item.