A recent investigation by World Animal Protection and Collective Fashion Justice has revealed that South African ostrich farms are using inhumane methods to obtain feathers for luxury fashion brands. The investigation found that ostriches are being cornered, covered with bags, and having their feathers cut and pulled out without pain relief. This process is repeated every six months, causing extreme distress to the birds.
The investigation documented footage of ostriches being plucked alive, with some farms cutting feathers above the bloodline, which means they are still growing and supplied with blood. This process is referred to as "blood feathers," and it is claimed that the feathers are supplied to luxury brands such as YSL, Louis Vuitton, Dior, and Chanel, as well as fast-fashion giant Shein.
According to World Animal Protection, South Africa accounts for about 75 percent of the global ostrich market, producing meat, leather, and feathers. The industry exported over 150 tonnes of ostrich feathers during the 2024-25 season, with around 150,000 ostriches slaughtered for the feather, meat, and skin trades.
Animal welfare groups are criticizing fashion brands for their involvement in the ostrich feather trade. Olivia Charlton, campaign manager at World Animal Protection, stated that pulling out a bird's feathers with pliers is not natural and that the fashion industry needs to take responsibility for its actions.
Emma Hakansson, founding director of Collective Fashion Justice, argued that it is inconsistent for fashion brands to reject fur while embracing ostrich feathers, which also come from a slaughtering industry full of suffering. She emphasized that there are innovative fabric manipulation techniques and bio-materials available that can create the same lightness, volume, and movement as feathers without the cruelty.
The investigation also reported seeing injured birds, including ostriches that appeared unable to stand and others with wounds from pecking at each other's eyes and feathers. World Animal Protection said that the findings challenge claims that ostrich feathers used in fashion are simply collected during the birds' natural moult.
The ostrich feather trade has a long history in South Africa, dating back to the early 1900s when ostrich feathers were the country's fourth-largest export after gold, diamonds, and wool. The industry's history and current practices have raised concerns about animal welfare and the need for more humane and sustainable practices in the fashion industry.
Key points
- Ostrich farms in South Africa use cruel methods to obtain feathers for luxury brands.
- The ostrich feather trade in South Africa accounts for 75 percent of the global market.
- Animal welfare groups are calling for the fashion industry to take responsibility for its actions and adopt more humane practices.
