Known for refusing to use animal by-products in her collections, Stella McCartney is taking her commitment to animal rights even one step further by launching an anti-leather campaign in association with American rights organisation Peta. The launch of the campaign also coincides with the New York Fashion Week, which just kicked off on February 9.

In the video, which contains shocking images, the British designer describes the animal suffering and torturing that is caused by the leather industry. "As a designer, I like to work with fabrics that don't bleed; that's why I avoid all animal skins," says McCartney in the video. "Please join me in exploring the huge variety of fashionable shoes, belts, purses, and wallets that aren't the product of a cow's violent death."

While Peta did not manage to get the approval from New York cab companies to broadcast the video inside their taxis, a tactic which most certainly had something to do with the fact that New York Fashion Week just started, the campaign is already being watched by thousands of people online, especially via social networking sites.