Shoppers at Selfridges on Oxford Street watched on as anti-fur protesters disrupted trade inside Dior before being removed by security, in an action organisers say formed part of a coordinated campaign targeting LVMH-owned brands across London.
Anti-fur activists caused a brief scene of chaos inside a Dior store at Selfridges in London on Sunday, marching through the busy Oxford Street outlet with megaphones and placards reading “Fur is murder” and “Fur kills,” before being escorted out by security. The demonstration formed part of a wider campaign dubbed the “London Convergence,” which organisers say has also targeted other LVMH-owned brands, including Louis Vuitton and Loro Piana, over their continued use of fur. No arrests have been reported in connection with the protest.
Chaos on the Shop Floor
Footage of the demonstration shows a crowd of stunned shoppers pausing to watch as the blue-and-pink-haired protesters moved through the store, disrupting weekend trade. In one moment captured on camera, a couple with a young child in a pram are seen covering their ears as a protester passes them shouting into a bright orange megaphone.
The protest was brought to an end by a team of suited Selfridges security guards, who moved in to grab the activists and remove them from the premises. As they were escorted out, one protester can be heard warning a guard that he was “going to lose his job” and insisting “this is illegal.” Once outside, the group continued to voice their frustration, with one shouting: “This is public property, you cannot push me. Shame on you for what you do. I bet the billionaires love you.”
Activists Say the Protest Was Spontaneous
One of the protesters, who describes themselves as a “trans, vegan, animal and human rights activist,” shared footage of the demonstration on Instagram, framing it as an unplanned action. “Three minutes of chaos inside Dior as part of our London Convergence. It wasn’t planned, we were simply walking past, but Dior as part of the LVMH brand, is still choosing to promote and profit from the disgusting fur trade – and it takes us only a few minutes to ruin their day,” they wrote. According to the group, they had not intended to target the store specifically, but decided to act after passing the Dior concession inside Selfridges.
The activist also claimed the group faced a hostile response while being removed. “Several assaults, pushing and kicking on public property, and attempts to steal from us. A huge crowd gathered to watch, a sea of people watched on after we were thrown out, and we’ll do it all over again next time we’re walking past,” they wrote. No injuries have been reported from the confrontation.
More Protests Promised
Organisers have vowed the campaign is far from over, saying they intend to continue targeting Dior and other LVMH-owned retailers until the group adopts a fully fur-free policy across its brands. “The protests continue till we get a fur free policy,” the activist wrote, signalling that further disruption at luxury stores in London could follow.
