An investigation by World Animal Protection, in collaboration with Collective Fashion Justice, has revealed that South African ostrich farms are employing cruel methods to harvest feathers from live birds for luxury fashion brands. The findings, part of a report titled "Blood Feathers," detail how workers use mechanical pluckers, bags, and manual extraction techniques without pain relief.
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The report indicates that about 75% of the global ostrich market is based in South Africa, where the industry produces meat, leather, and feathers. Luxury brands including YSL, Louis Vuitton, Dior, and Chanel, along with fast-fashion retailer Shein, are reported to source feathers from this industry.
Notably, some farms remove feathers that are still connected to the blood supply, with the use of pliers, and this practice can be repeated on some birds every six months. Such feathers are referred to as "blood feathers" due to the presence of blood in their shafts. The investigation revealed injured ostriches, some unable to stand, and others with wounds from aggressive behaviors linked to stress in captivity.
Olivia Charlton, campaign manager at World Animal Protection, condemned the practice, stating, "Feathers are the new fur - it's the same cruelty just with a different animal." Emma Hakansson, director of Collective Fashion Justice, criticized fashion brands for their inconsistency in rejecting fur while supporting the ostrich feather industry, which is also tied to significant animal suffering.
The report challenges claims that feathers are collected during the birds' natural molting process. South Africa exported over 150 tonnes of ostrich feathers in the 2024-25 season and slaughtered approximately 150,000 ostriches for various products, according to government data. Historical context shows that ostrich feathers were once South Africa's fourth-largest export in the early 1900s, driven by the fashion industry's demand.