In a remarkable show of compassion and innovation, more than 50 renowned Indian fashion designers have pledged to ban feathers from their collections. The initiative-launched just ahead of Fashion Day on July 9-was inspired by the efforts of People for the Ethical Treatment of Animals (PETA) India and British designer Stella McCartney, both of whom have been at the forefront of promoting cruelty-free fashion.
This commitment marks a significant step towards ending the cruelty endured by birds in the feather trade, setting a precedent that kindness can-and should-be at the heart of style.
Indian designers united against feather cruelty
Among the respected names who signed PETA India’s Feather-Free Pledge are Anita Dongre, Abu Jani Sandeep Khosla, Gaurav Gupta, Rina Dhaka, Jade by Monica and Karishma, and Papa Don’t Preach by Shubhika Sharma. The list also includes labels like Baggit, Virgio, Zouk, and Pia’s Faux, reflecting a broad spectrum of the Indian design community.
Designers such as Gaurav Gupta have spoken passionately about the decision. “At Gaurav Gupta, we believe in shaping the future of couture with compassion and consciousness,” he shared. “Signing this pledge is a natural extension of our cruelty-free philosophy-where beauty is never created at the cost of another life.”
Echoing similar sentiments, veteran designer Ashish N Soni emphasized that the move isn’t about trends: “I’ve signed this pledge not because it’s politically correct but because it’s something I truly believe in. I will encourage my peers to do the same.”
The hidden cruelty behind feathers
While feathers may appear glamorous on the runway, their origins are anything but. Investigations by PETA US have uncovered harrowing practices inside some of the world’s largest feather suppliers.
In facilities slaughtering ostriches and other birds, workers often force terrified animals into narrow stalls, shock them electrically, and slit their throats-sometimes in view of other birds. Many birds are plucked alive, enduring unimaginable pain.
Ostriches, ducks, and geese are social, intelligent beings:
-Ostriches share parenting duties.
-Geese are known to mate for life.
-Ducks communicate with sophisticated vocalisations and gestures.
Yet the global feather trade profits off their suffering-feathers can sell for much more per kilo than their flesh, linking the fashion industry to the meat trade.
A global shift toward vegan fashion
The feather-free movement is not confined to India. Stella McCartney and other leading brands worldwide have already adopted alternatives. Today, designers are increasingly experimenting with vegan feathers crafted from bamboo fibres, recycled polyester, and innovative metallic textiles. These cruelty-free materials offer the same luxury appeal without harming birds.
PETA India’s Director of Corporate Affairs, Ashima Kukreja, praised the designers:
“Behind every feathered accessory are birds who suffered or died. We applaud these forward-thinking creators for pledging to leave feathers on the birds who were born with them.”
Pledge to make kindness the ultimate fashion statement
Abu Jani and Sandeep Khosla summed it up perfectly:
“Cruelty isn’t cool, people! Let’s dedicate ourselves to protecting birds and vow to be feather-free. Kindness is the ultimate style statement.”
As more Indian designers join this mission, it signals a new era of conscious couture, where creativity thrives without exploiting animals.
For the complete list of designers who have pledged and more details on how you can support feather-free fashion, visit PETA India's website.
