Paris Takeover: Projections Target Olympic Partner LVMH

Posted by Chelsea Munro on June 24, 2024 | Permalink

As Paris prepares to host the 2024 Olympic Games, PETA France shone a light on the cruelty perpetuated by Olympic partner LVMH’s use of exotic animal skins. A provocative video was projected across some of the city’s most iconic landmarks, including Place Vendôme, during a star-studded Vogue fashion event attended by celebrities and fashion designers, including Pharrell Williams, men’s creative director for LVMH-owned brand Louis Vuitton.

The projection – which features the message “Louis Vuitton: Drop Exotic Skins”, PETA’s spoof Phyrge, and shocking investigation footage of humans slaughtering crocodiles – also illuminated the Eiffel Tower, and the Louis Vuitton hotel on the Champs-Élysées. The action stole the show at a Vogue World event celebrating fashion and sport. PETA France’s disruption spotlighted the fact that torturing animals is neither chic nor in keeping with the Olympic values of friendship, respect, and excellence.

Olympic Partner LVMH’s Cruelty for Exotic Skins

The PETA Asia investigation footage featured in the projection shows crocodiles gushing blood at a slaughterhouse linked to Louis Vuitton. Workers were seen cutting open animals’ necks and ramming metal rods into their spines while they were still alive and moving. Crocodiles can remain conscious for up to an hour after their spinal cord has been severed.

At one supplier to Louis Vuitton, investigators found around 5,000 crocodiles being kept in small, concrete enclosures – some narrower than the length of their bodies.

Other PETA exposés have revealed snakes at LVMH-linked abattoirs being bludgeoned with hammers, pumped full of water, and skinned – likely while they’re still alive – and terrified ostriches being struck in the face, forced into stun boxes, and slaughtered in full view of their terrified flockmates.

If extreme cruelty to animals were an Olympic sport, Paris 2024’s premium partner LVMH – the parent company of Louis Vuitton, Dior, and Fendi – might just take home a gold medal.

The world is watching, and consumers need to know that the Olympics is being sponsored with blood money. Every time you buy anything made of someone’s skin, you fund immense animal suffering.