New York – September 23, 2026 -- World Animal Protection, working with Collective Fashion Justice, has released a new investigation called Blood Feathers, documenting undercover footage of ostrich feather farms in South Africa cutting feathers above the bloodline and later pulling them out with pliers.
South Africa produces 75% of the world's ostrich products, including feathers, meat and skin. In the 2024-25 season, 150,000 ostriches were slaughtered there for these trades, and more than 150 tonnes of feathers were exported globally.
Farms confirmed supplying feathers to YSL, Louis Vuitton, Dior, Chanel and Shein
Investigators identified farms and processing facilities in the region that confirmed supplying feathers to these luxury houses and to fast-fashion retailer Shein. At one farm, birds were live-plucked every six months, a practice the industry itself refers to as producing 'blood feathers' because of the bleeding it causes.
Footage showed injured birds unable to stand, displaying aggression, and wounded from pecking at each other's eyes and feathers. Birds bred for high-quality wing feathers can endure years of cutting or plucking before slaughter, while those bred for lower-quality feathers are plucked once and killed as babies, at just 10 to 14 months old. Wild ostriches can live 30 to 40 years.
Investigation disputes fashion industry's 'natural moult' claim
The fashion industry has commonly said feathers come from an ostrich's natural moulting process. The investigation found this claim cannot hold up at the scale the industry demands.
Liz Cabrera Holtz, Senior Programs Manager at World Animal Protection US, said the footage showed birds pinned down and having feathers ripped out with pliers, with no sedation or pain relief. Emma Håkansson of Collective Fashion Justice noted that many brands and runways have banned ostrich skins while still permitting feathers from the same slaughtering supply chain.
82% of surveyed Americans back a ban on ostrich fashion farming
According to the survey cited in the report, 82% of Americans believe farming and killing ostriches for clothing and accessories should be banned. Two in three shoppers said they would drop a brand immediately if they knew it sold products made with ostrich feathers, and 76% said they would choose sustainable, faux alternatives if given the option.
World Animal Protection US is calling on Nordstrom to adopt a wildlife-friendly policy and stop selling feathers, and is urging retailers including Revolve to do the same. Fashion model and World Animal Protection US Ambassador Nicole Williams English said animal cruelty is never in fashion, pointing to companies like FEVVERS, a plant-based feather alternative already used by brands such as Stella McCartney.