Sonakshi Sinha has been roped in as the star of a new campaign by PETA (People for the Ethical Treatment of Animals) India and the campaign is centered around asking people to stop using leather and adopt vegan wear.
In the campaign, Sonakshi is seen holding a bag dripping with blood – a graphic way of showing that more than 1.4 billion cows, dogs, sheep, cats, goats and other such animals are slaughtered for leather every year.
Speaking about the campaign, Sonakshi said, “Cows and buffaloes are intelligent, emotional animals who mourn the loss of and separation from loved ones, so I choose vegan leather and other compassionate materials when I shop. Through this campaign with PETA India, I hope to inspire more people to keep fashion fun, not grisly, by wearing vegan.”
Leather production is also harmful for the environment. According to the “Pulse of the fashion industry” report of 2017, bovine leather was the most polluting fashion material. Converting animal skins into leather requires huge amounts of toxic chemicals and the waste from leather tanneries pollute the local waterways.
Leather production is also fatal for those who live and work in and around the tanneries. Allegedly, 90 percent of leather tannery workers in Bangladesh’s Hazaribagh area have died before they turned 50.
Given so many concerns, vegan fashion is the way forward. Last year for World Fashion Day, which is celebrated on August 21, nearly 33 Indian designers agreed that they would ditch leather. Some of the top designers who won’t be using leather include Masaba Gupta, Aneeth Arora, Gaurav Gupta, Vikram Phadnis, Anita Dongre among others.
In today’s times synthetic and other types of vegan leather options are easily available. This includes leather made from cork, pineapple leaves, fruit waste, mushrooms, recycled plastics, mulberry and teak leaves, coconut waste, discarded temple flowers and more.
Plant based leather production is a good option for farmers, as was shown by the state of Meghalaya in India who switched to pineapple leather production.
Sonakshi Sinha had in the past joined other celebrities when they called for strengthening of animal protection laws. She also starred in PETA India’s pro-adoption campaign and she had even written a letter on behalf of a group that was pushing for the transfer of an abused elephant near the city of Jaipur, India.
Sonakshi Sinha will soon be seen in ‘Kakuda’ and ‘Double XL’.