The actor donned a vegan suit to help spread a message close to his heart
Joaquin Phoenix anti-wool PETA campaign
Credit: Courtesy PETA

UPDATE: And there’s a new unexpected addition to PETA’s anti-wool family, Joaquin Phoenix. The last time you saw the actor he was likely sporting some shoulder-length, scraggly hair and a beard to match, but for his new gig as the spokesperson for the anti-animal cruelty organization, the actor has donned a much more dapper look. In the ad, Phoenix wears a vegan wool suit courtesy of Brave GentleMan while posing alongside rescued sheep. The new ad, which proclaims “Cruetly Doesn’t Suit Me. Please Leave Wool out of Your Wardrobe,” will be featured on a billboard at the intersection of Beverly Boulevard and N. Fairfax Avenue in Los Angeles.

In a press release for the new campaign, the actor explained the motivation behind his new role, “‘When PETA sent me that video of this undercover investigation of what happened in these shearing farms, that was really eye-opening,’ he says after hand-feeding a sheep. ‘I had that rationalization, well, it’s something that is just taken off them, and there’s not a lot of abuse. After seeing this footage, it’s pretty undeniable that … it’s impossible to do that in a humane way. And so, it seems that the only option is to not use wool. That’s become abundantly clear.'”

Alicia Silverstone has long been a crusader on behalf of animal rights. Not only has the ’90s icon long eschewed wearing any fur or leather products, but she’s also become a huge proponent of an all-vegan lifestyle, launching a green cosmetics line, “The Kind Diet” cookbook, and even a breast milk sharing program. So, naturally given the actress’s ethical leanings, she has long been a spokesperson for PETA, a role she is reprising this month in the organization’s new anti-wool campaign that features Silverstone mooning the camera.

PETA Alicia Silverstone anti-wool campaign
Credit: Courtesy PETA

Though you may have thought of wool as a fairly benign fabric, according to PETA’s website, though it might seem like a benign fabric, the wool industry is the new enemy. A blog post announcing the new ad states, “The gentle animals are often beaten, kicked, and mutilated so that their wool can be made into sweaters, coats, scarves, gloves, and boots.”

And their new campaign star seconds these opinions, stating in a video she made for the anti-animal cruelty organization, “Wool in general has not been thought about…the biggest thing people say to me is, Oh, but they just shear the sheep, they don’t kill the sheep. It’s not like that, it’s on the slaughterhouse floor where there’s a conveyor belt and it’s just so fast, the shearing process, that they get cut, they get harmed and they’re seriously wounded and there’s no care for them when they’re wounded. It’s just move on to the next. These are creatures that, to the people who are doing this, are just objects.” She concluded the short PSA urging people to join her in never buying wool again.

So to get her message out, Alicia decided to go naked for PETA’s new campaign shot by Brian Bowen Smith, standing in the midst of a field, glancing over her shoulder with a sheep mask held in one hand. And over the years, the Clueless star isn’t the only celebrity to flash a little flesh in the name of encouraging the rest of the world to try cruelty-free fashion.

What do you think of Alicia’s new ad? Sound off below!