Launched to raise awareness about the hidden violence behind the holiday feast and inspire people to go vegan this holiday season (or any day), PETA continues its Christmassacre campaign with another — yet equally “ho, ho, horrifying!” — initiative. Together with creative agency Grey London, the charity introduced a collection of Christmas pullovers designed to reveal the sad reality millions of animals in the UK face during the festive season.
Released ahead of Christmas Jumper Day, celebrated on 11 December, the initiative’s heart is a limited-edition line of jumpers that borrows the same aesthetic as most Christmas sweaters. However, instead of featuring the traditional festive motifs, these are created to expose the massacre that animals endure for the season’s feast.
Available in three designs — Terrified Turkey, Bull with a Bullet, and Pile of Pigs — the jumpers are made of 100% vegan wool, are priced £75 each, and feature a vegan recipe onto the label. From afar, the knitted sweaters look very much like the classic jumpers we all know: cheerful, brightly colored, and decorated with festive graphic elements.
Despite being intentionally kitsch, these pieces of clothing are usually a must-have for the season. Hopefully, PETA’s jumpers will become as trendy as the classic ones. Because if anyone is eager to make a fashion statement during the holidays, why not use it to draw attention to an issue that is too often ignored? Why not bring into the spotlight the horrifying lives animals have for the sake of our celebrations?
“There’s no comfort or joy for the millions of cows, pigs, turkeys, and other animals who are raised on filthy factory farms and violently killed for Christmas dinners,” says PETA Vice President of Programmes Elisa Allen. “PETA’s head-turning holiday apparel encourages everyone to show goodwill to all this Christmas by choosing a delicious vegan feast.”
The jumpers are available on PETA’s website, with proceeds further fueling the organization’s mission to advocate for animals’ rights. Complementing the initiative is also a short film that portrays handcrafted cattle, pigs, and turkeys being slaughtered for the festive dinner. An eerie soundtrack deepens the already disturbing atmosphere, bringing viewers closer to the grim reality behind these meals. The film urges viewers to wear the knitted sweaters during the holiday dinner as a form of protest against the cruelty behind the festive feast.
CREDITS
Brand: PETA
Agency: Grey London
