Gatecrashing the official opening of London Fashion Week this morning, protesters/models from the animal rights organisation PETA donned gas masks and hazards signs in a bid to raise awareness and deter attendees from wearing fur.

It’s not the first time the charity has protested in this way, with PETA often popping up at various fashion presentations around the world invoking the now iconic statement: ‘we’d rather go naked than wear fur’.

“There's nothing fashionable about fur torn from the bodies of struggling animals and then laden with chemicals that are dangerous to people who wear it. PETA is urging kind people to choose fur-free clothing for the sake of their own health and animal welfare", says PETA associate director Elisa Allen of the protest.

Their latest disruption to the fashion schedule hopes to raise awareness to findings from a recent study highlighting suggestions that the use of fur is not only unethical, but also reportedly dangerous and potentially harmful to wearers due to due quantities of carcinogenic substances found in the fur lining of some children’s clothing.