An international non-profit organisation, World Animal Protection, has decried the cruelty masterminded against ostriches in South Africa.

The WAP, in a statement on Tuesday, said its recent investigation examined feather farms and feather processing facilities in the country, noting ostriches had their feathers pulled out with pliers to supply luxury fashion brands and fast fashion.

“The investigation documented rare video evidence of this process. In this footage, a male ostrich is being cornered by workers before a bag is then placed over the bird’s head to placate him and his feathers are cut and pulled from his skin using pliers. This is done without any pain relief,” the organisation stated.

WAP cited its investigation, ‘Blood Feathers’, by the global animal welfare organisation, which spotlighted the animal suffering on commercial ostrich feather farms supplying the fashion industry.

It added, “The investigation focuses on farms in South Africa where 75% of the world’s ostrich products are produced, including those made from feathers, meat and skin.”

According to the organisation, key findings showed that investigators captured rarely seen footage of feather cutting, where feathers are cut above the bloodline and then pulled from the skin with pliers.

“At one farm visited, ostriches were described as being live plucked every six months. Blood is often found in the shaft of these feathers when plucked, which led to the industry coining the term ‘blood feathers’. Farms and feather processing facilities in the region confirmed that they supply to YSL, Louis Vuitton, Dior and Chanel, as well as fast fashion giant Shein,” WAP stated.

WAP further noted that investigators saw birds injured, showing aggression and unable to stand, adding that some were wounded from pecking at each other’s eyes and feathers.

The organisation said it had submitted a complaint to the National Council of SPCAs in South Africa, outlining the animal welfare concerns uncovered, and called on the NSPCA to consider an investigation under the Animals Protection Act.

Edith Kabesiime, WAP’s wildlife campaign manager, said, “Feathers are increasingly being treated as a fashionable alternative to fur, but changing the animal does not change the cruelty. Pulling feathers from a living bird with pliers is not natural, humane or acceptable. The fashion industry must look beyond the aesthetic appeal of feathers and confront the animal suffering hidden behind these materials.”

Emma Håkansson, founding director at Collective Fashion Justice, noted that it was inconsistent for the fashion industry to have largely banned fur, only to shift to ostrich feathers, which also come from a slaughtering industry full of suffering.

The organisation lamented that many A-list celebrities had worn ostrich feathers on several occasions, while some key players in the fashion industry rejected ostrich feathers to embrace positive change.

WAP called on all brands, retailers and fashion week events to adopt clear, time-bound policies to phase out ostrich feathers and all wild animal materials for good.