PETA became a Louis Vuitton shareholder to fight for animal rights from the inside

The Louis Vuitton flagship store on the Champs-Élysées in Paris.

The infamous animal rights activists PETA, which stands for People for the Ethical Treatment of Animals, has just become a shareholder in Louis Vuitton parent company LVMH in order to fight alleged animal rights abuses from the inside of the company, particularly those related to exotic skins merchandise.

The strategic move — a stark change to their members throwing red paint on ladies’ fur coats — is similar to one it’s employed in the past with brands like Hermès and Prada.

It comes a month after the group released a video about the crocodile skin industry in Vietnam,  accompanied by a statement declaring that the process used by one of the farms supplying Louis Vuitton is “inhumane.”

“From demonstrating on the street to speaking up in the boardroom, PETA will push LVMH to stop selling any bag, watchband, or shoe made from a reptile’s skin” said the group in a blog post. [Fashionista]