Peta's naked hatred of fur

People for the Ethical Treatment of Animals was founded in 1980 and quickly won a reputation as media-savvy organisation famous for its attention-grabbing stunts. Its 'I'd rather go naked' campaign was kicked off by Christy Turlington in 1993. It proved to be the first in a series of posters of naked supermodels. Total fur sales worldwide fell 60 per cent between 1989 and 1996 - a trend Peta can probably claim some credit for.