Ileana gives fur the cold shoulder

The Tollywood star urges people to stop buying angora fur and wool

If looks could kill, Ileana D'Cruz's steely gaze would have angora fur and wool farmers trembling in their boots. The Bollywood star went backless in a brand-new ad for People for the Ethical Treatment of Animals (PETA) India launched in association with Lakmé Fashion Week (LFW) that urges fans to "give cruelty the cold shoulder. Say no to angora fur and wool".

The ad was shot by ace photographer Colston Julian. Ileana's hair and make-up were done by Kritika Gill. Tanya Mehta was the stylist. The launch was an extension of a joint initiative between PETA and LFW called 'ExtraVEGANza' which celebrated vegan (non-animal) leather, vegan fur and other modern and humane materials through an informative stall during the recent fashion week held at Palladium Hotel in Mumbai.

"Rabbits are treated really violently. Because of that nature of pulling out the fur while the animal is still alive, it goes through terrible shock and trauma," says Ileana. "Angora can be sold as fur as well as wool. And you find it in sweaters and scarves, check the labels to see what it's made of. And when you do find that it is made of angora fur, I would really request you to stop this by not buying stuff like this," she adds.

A PETA Asia investigation of nine angora fur farms in China – which exports 90 per cent of the world's angora fur and wool – documented workers ripping the hair from the rabbits' sensitive skin as the animals screamed in pain. They endure this torture every three months for two to five years before they are finally slaughtered.

Rabbits who have their hair cut or sheared also suffer. During the shearing process, the rabbits' front and back legs are tethered tightly – a terrifying experience for any prey animal. All angora rabbits spend their lives confined individually to barren wire cages that harm their sensitive feet. They're denied bedding, exercise and the companionship of other rabbits.