PETA's 'Dismember It Yourself' Turns DIY Video Into a Call for Ethical Fashion

PETA is back with its eye-opening antics — this time, recreating the "Hermès Birkin Bag" using a popular DIY video trend.

Directed by Dave Meyers, “Dismember It Yourself” introduces us to the seemingly innocent influencer "Erika Makes," as she shares a step-by-step guide on how to create the luxury bag.

But as the tutorial unfolds, viewers are shocked to see the creator appear to dismember a young crocodile for its leather.

 

 

 

 

 

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A post shared by PETA (@peta)

Erika begins to shove a long screwdriver into the brain and down the spine of the reptile, causing blood to splatter everywhere, and drawing attention to the gruesome process behind luxury goods.

After showing us the long and disturbing process, the spot ends with a call-to-action (CTA) for the viewers to learn more at DismemberItYourself.com.

The Community Executive Creative Director and SVP Ricky Vior shares that the concept for the campaign was born out of creator videos the community would come across in their feeds, "from try-ons to cooking to DIY." 

"The idea of flipping the script and having a creator seemingly make a DIY leather bag was the perfect creative solution to telling PETA’s story in an unexpected way,” said Vior.

“Our goal with this new campaign was to challenge viewers to question the ethical cost of luxury goods, hopefully forcing a reevaluation of their relationship with animal products.”

A Shocking Reality

As per the organization, over a billion cows, pigs, sheep, alligators, ostriches and goats are killed each year for their skins.

To make matters worse, the tails and horns of these animals are removed from their body without painkillers, with some even skinned and cut while still alive. 

 

 

 

 

 

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A post shared by Erika Marks (@erikakmarks)

"No one would want to be caught dead with a Birkin if they had to make one themselves by hacking apart a thinking, feeling being," shared PETA Executive VP Tracy Reiman.

“PETA is delighted to work with the community for this twist on a DIY video and hopes fashion lovers everywhere bag the skins and stick to luxurious vegan accessories that no one had to be butchered for," she concluded.

By utilizing the viral nature of DIY content, PETA taps into a format that resonates with today’s socially-conscious shoppers.

With the goal of exposing the cruelty involved in making luxury leather bags, the campaign prompts viewers to rethink their purchasing habits.

Additionally, the use of an influencer-style video makes the message feel more authentic and relatable, especially for younger consumers who are easily swayed by social media trends.

Overall, PETA’s efforts illustrate how creative marketing can be used to challenge cultural norms and promote social change.

It didn’t just grab attention — it made people question what luxury really costs.

Recently, SodaStream launched its own eco-conscious and sustainable campaign in celebration of Earth Day.