Archive · 18 Sep 2026
PETA Protesters Disrupt H&M London Show Amid Wool Controversy
Three animal-rights protesters interrupted H&M’s fashion show in London.
They carried signs saying that wool was cruel and that H&M should stop using it.
Security removed them, and the show continued.
The protest was organized by PETA, which is campaigning against H&M Group’s wool sourcing.
PETA says an investigation found alleged mistreatment of sheep on farms connected to the company’s suppliers.
A few days earlier, protesters had interrupted a COS show in New York.
COS is owned by H&M Group.
That earlier protest became controversial after CFDA leader Steven Kolb physically intervened, apologized, and took leave while the incident is reviewed.
Three PETA activists entered H&M’s London Fashion Week runway on September 17 carrying signs opposing the brand’s use of sheep’s wool.
Security escorted the protesters away from the catwalk at Kensington Olympia, allowing the presentation to continue.
PETA says an undercover investigation documented alleged animal-welfare violations involving sheep farms linked to H&M’s wool supply chain.
The protest followed a September 13 demonstration at H&M-owned COS’s New York Fashion Week presentation.
CFDA chief Steven Kolb acknowledged mishandling the New York protest and stepped away from his duties pending a review.
- Who
- PETA activists, H&M Group, COS, the Council of Fashion Designers of America, and Steven Kolb.
- What
- Activists disrupted H&M’s London Fashion Week show to protest the company’s use of sheep’s wool, following a separate COS protest in New York.
- When
- The H&M disruption occurred on September 17; the COS protest occurred on September 13, and PETA shared London footage on September 18.
- Where
- H&M’s show took place at Kensington Olympia in London; the earlier COS presentation took place in downtown Manhattan.
- Why
- PETA is campaigning against H&M Group’s wool sourcing, citing alleged animal-welfare violations involving sheep connected to its supply chain.
PETA and animal-rights protesters
Fashion brands and event organizers
Use of sheep’s wool
PETA and animal-rights protesters
PETA opposes H&M Group’s use of sheep’s wool and says its investigation documented alleged animal mistreatment on farms connected to the supply chain.
Fashion brands and event organizers
H&M and COS proceeded with their fashion presentations; the articles do not provide a direct response from either brand to the protesters’ claims.
Runway demonstrations
PETA and animal-rights protesters
PETA activists used runway interruptions and signs to draw attention to their objections and reach fashion audiences directly.
Fashion brands and event organizers
Security removed the protesters so the H&M presentation could continue, while the CFDA said it was committed to respectful engagement with differing viewpoints.
Handling of the New York protest
PETA and animal-rights protesters
PETA alleged that Steven Kolb restrained one protester, covered her mouth and nose, and grabbed another activist who was recording; the organization said it planned to seek criminal charges.
Fashion brands and event organizers
Kolb acknowledged that he reacted inappropriately and said security should have handled the situation; the CFDA placed him on leave while reviewing the incident.
- London protest date
- September 17
- Location
- Kensington Olympia, London
- Protesters
- Three PETA activists entered the H&M runway at different points.
- Protest message
- “H&M: Wool is bloody cruel. Drop it!”
- Earlier protest
- PETA activists disrupted COS’s presentation in downtown Manhattan on September 13.
- COS ownership
- COS is owned by H&M Group.
- CFDA response
- Steven Kolb was placed on leave pending a full review after acknowledging that he handled the New York incident inappropriately.