Get your news delivered straight to you by 7am - sign up to our new Morning Mail newsletter for FREE See more Daily Mail on Google - save us as a Preferred SourceBy SHANNON MCGUIGAN, NEWS REPORTER Published: 09:56 BST, 25 August 2026 | Updated: 10:01 BST, 25 August 2026
This is the moment animal rights activists storm a luxury store as terrified customers are locked inside by staff. A video uploaded by a customer shows staff holding the door shut as animal rights activists can be heard shouting inside the Loro Piana store.'We are sick to death of protesting these businesses,' a man can be heard yelling over a megaphone as the shaken shopper says: 'They're inside. Oh my god.'More unintelligible shouting can be heard in the short clip captioned: 'I'm in London and this happened. Loro lock in. London is so broken.'Meanwhile, an animal activist took to her own page to share a video of demonstrators being dragged out of Loro Piana on New Bond Street in a video uploaded on Sunday. In the short clip, one blonde activist can be seen being dragged out of the store while another individual is picked up by his ankles and wrists.Several more were marched out of the storefront, one holding a sign which read: 'Animals are not ours to exploit.'Another pumped up his megaphone into the air while others exited the store behind him, with one being carried by security. Animal rights activists could be seen shouting chants and waving placards in Mayfair, reading: 'You can't eat animals and love them too.'Loro Piana is a high-end Italian apparel firm which was founded in Quarona, Italy, in 1924. Several activists stormed a Loro Piana store on New Bond Street in a video uploaded on to social media on Sunday In the short clip, one blonde activist can be seen being dragged out of the store while another individual is picked up by his ankles and wrists. Other videos indicated customers had been locked inIt has previously been targeted by activists in New York due to its use of fur and exotic animal skin and hair, Good On You reported.While fewer designer brands use fur and exotic animal skins, some of LVMH's subsidiary firms, such as Hermes, still do, the Animal Welfare Institute reported.Meanwhile, in 2021 Yves Saint Laurent announced the French fashion brand would become fur-free by autumn 2022. It comes after animal rights activists stormed Louis Vuitton's flagship store in London armed with signs and bullhorns over the brand's use of fur last April. The group of protesters flooded the designer shop on Bond Street, clashing with staff members as they chanted in aid of banning the use of animals for fashion. Footage showed the large group holding bullhorns blaring siren sounds and running riot near the entrance to the store, as security guards attempt to control them by pushing them to one side. Others held up banners calling for a ban on real fur use, as staff appear outnumbered by the protesters. Several signs read, 'Deal with fur, deal with CAFT', referring to the Coalition to Abolish the Fur Trade - an activist network dedicated to ending the global fur industry. As the scene descends into chaos, one activist is physically dragged across the tiled floor towards the exit by a security guard. The stunt disrupted a busy day of Easter weekend shopping for customers browsing designer items at the store. Suzie Stork, Executive Director of CAFT, said at the time: 'Peaceful demonstrators with the Coalition to Abolish the Fur Trade gathered at Louis Vuitton on Bond Street to protest the brand's continued use of fur. LVMH, Louis Vuitton's parent company, remains one of the last major luxury conglomerates to still use fur. 'We will continue to speak out against an industry in which animals are confined to small cages for their entire lives and killed by methods including neck breaking, gassing, and anal electrocution all in the name of luxury fashion.'The Daily Mail has contacted the Metropolitan Police and Loro Piana for comment.
