It’s the fashion police, you’re under arrest for the murder of innocent animals


The term ‘vegan’ is trending. It seems to be taking over, not only the food industry, but the whole of Melbourne.

If you have recently been strolling around the CBD, it is almost certain that you will have passed at least a few vegan cafés, or massive billboard posters from Be Fair Be Vegan, and will most likely have walked into a store which advertises a anew vegan range.

Big fashion brands such as Stella McCartney, Vaute Couture, Olsen Hause and many more, have been building their empires by advertising their products as vegan. Many other brands such as Jimmy Choo, Michael Kors and more have also created vegan collections which are bringing in a new demographic of customers to help boost their sales.

It’s as if being able to say, “it’s vegan”, opens a whole new market for designer labels.

But how does slapping the title ‘vegan’ on to a polyester bag make it worth the same price as something that’s leather?


Images Cited: The Daily Edition

The Daily Edition, a Sydney-based brand, which brought out its own vegan line says, “Our vegan products are made from a super fibre material. They are designed to mimic the qualities of leather, so the products that form part of our vegan capsule are just as luxurious and durable as the rest of our range. This is also why they are priced equally.”

Stella McCartney, a brand which is completely vegan says, “We have been using alter-nappa for our shoes and bags. This breakthrough material is made from polyester and polyurethane and has a recycled polyester backing.” The brand says alter-nappa uses vegetable oil not petroleum so also reduces its environmental impact.  

One Green Planet, a media company that promotes eco-consciousness says, “If someone genuinely cared about nourishing the environment or nature they wouldn’t purchase a product contributing directly to its destruction.”

Which is what animal products do.

Groups such as Be Fair Be Vegan are trying to get the message across through their poster campaign that animal products equal murder.

Be Fair Be Vegan has scattered black and white billboards with strong images and messages around Melbourne’s CBD since January, bringing attention to the exploitation of animals for human gain.

Image Cited: Be Fair Be Vegan

The not for profit poster campaign, claims that the emancipation of nonhuman animals is  the biggest social justice movement since the abolition of slavery.

The people behind the campaign are local vegan activists who have been backed by a secretive wealthy US donor. The US group has sponsored vegan ad campaigns in New York, Cleveland, Connecticut and Hobart.

Be Fair Be Vegan says, “We hope to help people understand that veganism is a moral imperative, not a ‘lifestyle’ or ‘personal choice’, but a matter of fundamental justice.”

With the widespread vegan trend escalating at such a rapid rate, one can only wonder if Be Fair Be Vegan are on the way to achieving their goal. If we have the means to create products in a more humane and environmentally friendly manner, will this eventually mean the eradication of animal products?


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