Gucci Under Fire For ‘Glorifying’ Wild Animals In ‘Disgusting’ New Advert


Gucci Under Fire For 'Glorifying' Wild Animals In 'Disgusting' New Advert@Gucci/Instagram/Alamy

Gucci has been put on bast by animal rights activists and customers alike after using real tigers to advertise its latest collection of clothes.

The renowned Italian designer has launched a new range of clothes, shoes and accessories named after the wildcat to celebrate 2022 being the Chinese Year of the Tiger. But the advertising materials have caused a stir as they also included real-life tigers.


The Gucci Tiger collection includes a £1,280 small tote bag and a cotton sweatshirt for £890. If those don’t take your fancy, there’s also a £750 G-Timeless 38mm watch or some Men’s Ace sneakers for £520.

Visual assets show the big cats sitting perched on a grand piano, curled up on rugs and prowling around in several promotional images for the campaign, sparking widespread backlash.

Elisa Allen, director of People for the Ethical Treatment of Animals (PETA), accused Gucci of exploiting the tigers and warned it would encourage the illegal trade of the endangered animals.


‘Tigers are not photo props to be exploited, and those used in the brand’s old-fashioned advertising campaign were likely taken from their mothers as cubs and condemned to spend their lives in cages’ she said. ‘Such images fuel the illegal trade in wild animals by promoting ‘ownership’ of them.’

She added:

Gucci must urgently commit to never using wild animals in its campaigns – because cruelty is totally out of style.

While it’s at it, it needs to stop slaughtering animals for their skin, too, which PETA has shown causes extraordinary suffering.


Customers on Instagram were also unhappy, with one writing: ‘It’s not okay to have wild animals in advertising’, meanwhile, another added: ‘Those tigers look confused.’

Gucci said no animals were harmed during the photoshoots, with a Gucci spokesperson explaining: ‘Nature, wildlife and its denizens are particularly important to Gucci, which in February 2020 joined The Lion’s Share Fund, a unique initiative raising much-needed funds to protect endangered species and their natural habitats.

‘A third-party animal welfare organization, American Humane, monitored the set on which animals were present and verified that no animals were harmed’, the designer label added. ‘Tigers were photographed and filmed in a separate safe environment complying to Gucci’s policies and then featured within the campaign.’


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Topics: Fashion, peta, Tiger


Daily Mail
  1. Daily Mail

    Gucci is branded 'hopelessly out of touch' by customers and animal rights activists for using TIGERS as props to promote its new fashion range

Simon Catling
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