'Stop Using Tigers as Props': Furious Netizens Slam Gucci for Featuring Tigers in New Campaign

To celebrate the Chinese Year of the Tiger, Gucci, the Italian haute couture brand, has launched a range of collections and shared a new campaign showcasing models posing with the big cats. Throughout this campaign, Gucci took on a new initiative to raise funds to protect the species and their habitats in collaboration with The Lion’s Share Fund.

Popular fashion brand Gucci has been getting brutally trolled on social media for featuring tigers in its new #GucciTiger campaign.

The campaign videos and photos have taken the internet by storm, featuring models striking a pose with tigers during high tea in a retro-style hotel.

The #GucciTiger collection to celebrate the Year of the Tiger comes to life in a campaign imagined by Creative Director #AlessandroMichele and shot by photographer and director #AngeloPennetta. Art director: #ChristopherSimmonds. https://t.co/vuqyohgduL pic.twitter.com/vqDw9xz1gG

— gucci (@gucci) January 4, 2022

Although the shoot was moderated by a third-party animal welfare organisation, American Humane, which asserts that no animal was hurt during filming amid all safety protocols, the use of real tigers in the commercial didn't go down well with a number of concerned 'cat ladies' and gentlemen on Twitter.

Denouncing the new campaign as "insensitive" and the "exploitation of animals", several users took to social media to express their anger, saying "Tiger should be in wild" and "Stop using animals for your advertising!"

Some social media users are also criticising the brands for projecting tigers as pets and a prop to sell their products and also projecting them as a symbol of luxury.

#GucciTiger is not appropriate. They’re wild animals and should be left alone not paraded in photos. Shame on #gucci for this. Would have thought they’d evolved and realized wildlife animals should be left in the wild

— one straw at a time (@sarah_rossi1) January 20, 2022

Come on @gucci you are better than this, this is really irresponsible.

What ‘safe environment’ were they filmed in? Tigers should be in the wild not on any set, saying they weren’t harmed isn’t good enough.

What message does this send? 🤬@AmericanHumane #GucciTiger pic.twitter.com/hLRSqY04K0

— @Cali (@Cali_jsy) January 19, 2022

Well-known brand @gucci has totally erred with its campaign #GucciTiger, giving the false idea that big cats are pets or luxury items. They are neither. They are endangered, wild animals with complex needs that must live in nature. pic.twitter.com/UpmBDu3ZG1

— AAP Animal Advocacy (@AAP_Advocacy) January 13, 2022

Torturing animals for their clothing & accessories, tacky #Gucci thinks its ok to exploit #Tigers in photo shoot #AnimalAbuse #AnimalExploitation #GucciTiger #photography #photographylovers #pics https://t.co/yos3YYkutf

— L🌱Ⓥ (@LLJRVegan) January 16, 2022

We are concerned of Gucci's use of captive tigers in #GucciTiger, sending the wrong message that tigers are pets or fashion accessories. In honour of the #YearoftheTiger, we hope @Kering & @Gucci join us to protect this endangered species, and not promote tigers as commodities. https://t.co/lErdViHF21

— FOUR PAWS Australia (@fourpawsAU) January 16, 2022

This is no better than performing Circus animals. It is anachronistic. @gucci you have global reach - what on earth are you doing ? No wonder people dismiss wildlife as disposable & a commodity to be used for anything we like. Use you reach to protect wildlife! C’mon!

— Christopher Tipping (@tippinggoldy) January 15, 2022

Shame on you @gucci wild animals are not pets or luxury items. They belong in the wild. Omg we are 2022! Please do it right!! No more animals in fashion!!!

— Protección Animal EC (@PAEecuador) January 17, 2022

This is not art, nor elegance, nor inspiration...an empty product without soul, without knowledge, without consistency... @gucci , use your power to make the difference in the world...we desperately need to inspire & educate people, we need fate for the future, a better world 🌎 https://t.co/Z2PhMeRdt2

— Daniela (@cli_maxi) January 14, 2022

So @gucci how many drugs did you have to give these magnificent creatures , I'm sure they are declawed, likely with their teeth out too. Come on do better , with your finances you could be a leader in helping to save them, versus exploiting them. 😡 https://t.co/mUGujVBWG9

— Christine J. , MSW (@cvjonardi) January 14, 2022