Investigation alleges painful live-plucking of ostriches for fashion feathers in South Africa

An investigation by World Animal Protection and Collective Fashion Justice has alleged that ostriches on South African farms are subjected to painful feather-removal practices while still alive.

The findings, published in a report titled Blood Feathers, describe the use of mechanical pluckers and other methods on commercial ostrich farms and at feather-processing facilities in South Africa.

Investigation describes restraint and feather removal

According to the investigation, workers cornered ostriches, placed bags over their heads and cut or pulled out their feathers without administering pain relief. World Animal Protection said some farms cut feathers above the bloodline before removing them from the birds’ skin with pliers.

The organization said the procedure was repeated on some birds every six months. It also reported seeing injured ostriches, including birds that appeared unable to stand and others with wounds linked to pecking at each other’s eyes and feathers.

World Animal Protection described the techniques as cruel and painful. It said the findings challenge claims that feathers used in fashion are collected during the birds’ natural moult.

“While this may seem like an alternative to live plucking, this investigation uncovered evidence showing that the process is extremely distressing for the ostriches involved,” the organisation said in a statement about cutting feathers above the bloodline and pulling them from the birds.

Feathers linked to fashion brands

The report said South African farms and processing facilities supplied feathers to YSL, Louis Vuitton, Dior, Chanel and fast-fashion retailer Shein.

Olivia Charlton, campaign manager at World Animal Protection, said, “Feathers are the new fur –- it’s the same cruelty just with a different animal.” She also said, “There’s nothing natural about pulling out a bird’s feathers with pliers. It’s time fashion took its head out of the sand.”

Emma Hakansson, founding director of Collective Fashion Justice, described fashion brands rejecting fur while continuing to use ostrich feathers as “utterly inconsistent”. She said the feathers also came from “a slaughtering industry full of suffering”.

Hakansson argued that alternatives were available, saying: “With so many innovative fabric manipulation techniques and bio-materials available to create the same lightness, volume and movement consumers admire in feathers, there is no justification for this cruelty.”

Major global ostrich industry

South Africa accounts for about 75 percent of the global ostrich market. Its ostrich industry produces meat, leather and feathers.

World Animal Protection, citing data obtained from the South African government, said more than 150 tonnes of ostrich feathers were exported from South Africa during the 2024-25 season. About 150,000 ostriches were slaughtered for the feather, meat and skin trades during the same season.

The term “blood feathers” refers to feathers cut above the bloodline, where blood is often found in the shaft. Ostrich feathers were South Africa’s fourth-largest export in the early 1900s, after gold, diamonds and wool, as demand from the fashion industry helped drive a major feather-trade boom.

The reported findings and allegations are attributed to World Animal Protection and Collective Fashion Justice. The investigation did not identify the specific farms or processing facilities examined, and the material supplied for this report does not include responses from the named brands, farms or facilities.