Moment animal rights activists raid luxury Loro Piana store in London – as terrified customers are trapped inside during ‘lock in’
Video footage has emerged showing animal rights activists storming the Loro Piana luxury store on London's New Bond Street, with staff locking the doors and trapping customers inside during the confrontation. A shopper filmed the incident, capturing shouting from protesters as staff held the door shut, describing the scene as frightening in a clip she captioned "Loro lock in". The demonstration highlights ongoing tension between animal welfare campaigners and luxury fashion brands over the use of fur and exotic animal skins.
Footage shared by an activist showed demonstrators being forcibly removed from the shop, including one woman dragged out and a man carried by his wrists and ankles, while others held placards reading "Animals are not ours to exploit" and chanted outside in Mayfair. Loro Piana, an Italian firm founded in 1924, has previously faced protests in New York over its use of animal materials. The incident follows a similar protest at Louis Vuitton's Bond Street store last April, organised by the Coalition to Abolish the Fur Trade, which condemned the fur industry's treatment of animals. The Metropolitan Police and Loro Piana have been contacted for comment.
- Activists stormed Loro Piana's London store; staff locked customers inside
- Protesters were later dragged out by security amid chanting and placards
- Follows a similar Louis Vuitton fur protest on Bond Street last year
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Animal rights activists have staged a demonstration inside Loro Piana, an Italian luxury fashion house, at its store on New Bond Street in London's Mayfair. Staff locked the doors during the confrontation, briefly trapping customers inside, before demonstrators were forcibly removed. Loro Piana, founded in 1924, is known for high-end clothing made using materials such as fur and exotic animal skins, which is the focus of the protesters' objections.
The action forms part of a wider campaign by animal welfare groups against luxury fashion brands over their use of animal products. It follows a similar protest last year at the Louis Vuitton store on Bond Street, organised by the Coalition to Abolish the Fur Trade, and echoes earlier demonstrations against Loro Piana in New York. Such protests typically involve activists entering stores to disrupt trade and draw attention to how the materials used in luxury goods are sourced.
The incident matters because it highlights an ongoing tension between the luxury fashion industry, which continues to use fur and exotic skins in some products, and campaigners who argue this causes unnecessary animal suffering. It also raises questions about staff and customer safety during in-store protests, and how retailers and police respond when demonstrations escalate inside busy shops.