CORNERED, BAGGED AND PLUCKED WITH PLIERS: THE CRUELTY CLAIMED BEHIND OSTRICH FEATHERS
A new investigation claims ostriches supplying the fashion industry are being subjected to painful feather plucking, challenging the idea that fashion feathers are simply collected during a natural moult.
Ostrich feathers have become a fashion statement, appearing on red carpets, runways and everything from luxury gowns to fast-fashion pieces.
But a new investigation claims the glamorous trend comes with a far less glamorous reality.
World Animal Protection, working with Collective Fashion Justice, says ostriches on South African farms supplying the fashion industry have been filmed being cornered, having bags placed over their heads and having feathers cut and pulled from their skin with pliers.
The organisations say the birds receive no pain relief during the process.
The findings are detailed in a new report, Blood Feathers, which examines ostrich farms and feather processing facilities in South Africa, where around 75 per cent of the world's ostrich products are produced.
Ostrich feathers are being pulled with pliers
The investigation captured what World Animal Protection describes as rarely seen footage of feather cutting and plucking.
According to the report, workers first cut feathers above the bloodline, then pulled them from the skin with pliers.
At one farm, investigators were told ostriches were live plucked every six months. The report says blood is often found in the shaft of these feathers, leading to the industry term "blood feathers".
Investigators also reported seeing injured birds, including ostriches that showed aggression and struggled to stand.
The investigation claims farms and feather processing facilities in the region confirmed they supply major fashion brands including YSL, Louis Vuitton, Dior and Chanel, as well as fast-fashion giant Shein.
The natural moult claim is being challenged
One of the biggest issues raised by the report is the suggestion that fashion feathers are simply collected when ostriches naturally shed them.
World Animal Protection says that claim does not reflect the scale of production required by the fashion industry.
In the 2024/25 season, 150,000 ostriches were slaughtered in South Africa for the feather, meat and skin trades, while more than 150 tonnes of ostrich feathers were exported from the country.
The report says birds bred for higher-quality wing feathers can be subjected to years of cutting or plucking before being slaughtered, while those bred for lower-quality feathers can be killed as young as 10 to 14 months.
Australians are largely unaware of how feathers are sourced
Polling commissioned for the report found 44 per cent of Australians believed ostrich feathers were collected during natural shedding, while just 16 per cent knew live birds are plucked.
Once told about the reported practices, 84 per cent said farming and killing ostriches for fashion should be banned.
The polling also found 82 per cent of Australians viewed brands using ostrich feathers as less ethical and sustainable.
Some fashion brands are saying no
Some retailers and fashion events are already moving away from ostrich feathers.
According to World Animal Protection and Collective Fashion Justice, Glassons, THE ICONIC, Forever New and ASOS have introduced policies protecting ostriches, alongside UK retailers including NEXT, Debenhams, Wolf & Badger and Selfridges.
Melbourne Fashion Week, Australian Fashion Festival and Australian Fashion Week have also introduced wildlife-friendly policies, including a ban on ostrich feathers.
There are also alternatives emerging, including FEVVERS, a plant-based feather substitute that has collaborated with luxury brands such as Stella McCartney.
World Animal Protection and Collective Fashion Justice are calling on brands, retailers and fashion week organisers to phase out ostrich feathers and other wild animal materials.
For consumers, the report raises an uncomfortable question: when a fashion piece is finished with ostrich feathers, do you really know how those feathers were sourced?
Images sourced from the Blood Feathers report.
