Anti-fur activists disrupted operations at a Dior store within Selfridges in London on Sunday, staging a protest against the brand's use of fur. The group, characterized by their blue and pink hair, entered the store carrying megaphones and placards with slogans such as "Fur is murder" and "Fur kills."
Footage of the incident shows shoppers watching as the protesters marched through the store, with one individual shouting into a megaphone near a couple with a child in a stroller. Security guards from Selfridges intervened, escorting the activists out of the store and onto the pavement. During the removal, one protester could be heard telling a guard that their actions were illegal and that the guard would lose their job.
One of the protesters, who identified on Instagram as a "trans, vegan, animal and human rights activist," shared footage of the event, describing it as "three minutes of chaos." They stated that the protest was unplanned but that the group felt compelled to act due to Dior's affiliation with the LVMH brand and its continued use of fur. The activist claimed they experienced "several assaults, pushing and kicking on public property, and attempts to steal from us" during the removal.
This incident follows a similar demonstration weeks prior, where anti-fur protesters from the Coalition to Abolish the Fur Trade (CAFT) attempted to enter a Fendi store in London. In that event, a security guard was credited with preventing the protesters from entering the store. CAFT's executive director, Suzie Stork, stated that the protests were intended to be peaceful and that any violence was initiated by store staff, alleging that security staff attempted to trap protesters inside the Fendi store. CAFT advocates for the abolition of fur and claims to have convinced 24 companies to stop using fur.
Milan Fashion Week has been the site of several campaigns by animal rights activists seeking a fur-free policy. According to CAFT, London and New York have already adopted such policies, while Milan has not. The group contends that brands like Fendi, which heavily uses fur, may be impeding progress at Milan Fashion Week.
Security guards who patrol the Oxford Circus area noted that such demonstrations are common and have increased in recent years. Both Selfridges and Dior have been contacted for comment regarding the incident at the Dior store.