In a new shocking campaign that is sure to make waves, animal rights group PETA has released a parody tutorial for making your own Birkin bag… from a live crocodile. Modeled after popular influencer videos, this satirical video was directed by Dave Meyers, known for his work with Kendrick Lamar and Ariana Grande, and created in collaboration with the agency The Community. Titled “Dismember It Yourself”, the video aims to brutally expose the hidden reality behind the making of luxury bags from animal skins.
The format, intentionally offbeat and inspired by popular DIY tutorials, is a stark contrast to the glamorous and lifestyle-driven content that often glorifies the use of animal leather, particularly the iconic Hermès Birkin bags. Rather than the polished, elegant images usually associated with luxury, PETA presents the dark side of the manufacturing process, urging viewers to reflect on the cruelty that may lie behind such high-end products.
In the video, a fake influencer enthusiastically walks viewers through the steps of making a Birkin bag: a tarp laid on the ground, a screwdriver, a knife, and a three-year-old crocodile as the “raw material.” The lighthearted tone gradually shifts to reveal a disturbing scene of mutilation and suffering, with realistic crocodile puppet manipulations, fake blood, and jarring visual effects. The disturbing setup forces viewers to ask the question: if this process is too horrifying to watch, why support it by buying?
Alongside the video, PETA launched a parody website outlining “10 Easy Steps” to make a Birkin, using sharp tools and troubling arguments. The goal of this campaign is to dismantle the glamorous image associated with Hermès bags by revealing the harsh reality: the animal cruelty involved in their production.
According to investigations by the organization, crocodiles raised for leather are often crammed into filthy conditions, mutilated, and disemboweled while still conscious. This gruesome process is far removed from the refined image that high-end fashion houses project through their products.
This isn’t the first time PETA has used dark humor and cultural subversion to convey its message. However, the use of a “DIY vlog” format is particularly impactful. As Ricky Vior, creative director at The Community, explains: “Our feeds are saturated with videos from creators: cooking, decor, fashion… Why not use those formats to deliver a message that disturbs?”
PETA has set its sights on Hermès, urging the luxury brand to follow the example of other designers who have already abandoned exotic skins, including Chanel, Burberry, Stella McCartney, and Vivienne Westwood. The organization advocates for high-end, cruelty-free alternatives and encourages consumers to rethink their purchasing habits.
Through this campaign, PETA does more than just denounce animal cruelty; it challenges the very values of luxury. By exposing the cruel practices hidden behind coveted fashion items, the organization urges consumers to make more ethical choices and shift public attitudes. In a similar creative vein, PETA previously garnered attention with another shocking campaign featuring a robotic calf parading through the streets of New York to raise awareness of animal abuse.
With this new initiative, PETA aims not only to shock but to awaken consciences about the often-ignored realities of the luxury industry, reminding us that fashion and animal suffering should never coexist.
