By K. Lonergan
June 4, 2025 | Midtown, Manhattan — Tensions ran high Wednesday evening as about 50 anti-fur protestors descended on Berluti’s upscale storefront at 45 E 57th St, disrupting the Midtown calm with chants, chalk slogans, and red-stained pavement.
The demonstration, organized by abolishfur.org, kicked off around 6 p.m., drawing the attention of stunned passersby and the NYPD, who quickly moved in to block the store’s entrance.
Protestors pounded on the store’s glass and scrawled phrases like “FUR IS MURDER” in a red, blood-like substance on the sidewalk. Others took to chalk, covering the pavement with messages condemning the use of animal fur in fashion.
“We want the torture and murdering of animals to stop,” said one demonstrator, holding a sign with graphic images of skinned animals. “Berluti must cut fur from its future.”
Police on the scene monitored the crowd, maintaining a perimeter and preventing entry into the boutique. No arrests were reported as of press time.
Neither Berluti nor LVMH, its parent company, responded to requests for comment.
The protest marks the latest clash between fashion’s elite and rising animal rights activism as global pressure mounts to end the fur trade.
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