The animal rights organization People for the Ethical Treatment of Animals (PETA) has recently purchased shares in Louis Vuitton Moet Hennessey (LVMH) - the parent company of luxury fashion brand Louis Vuitton.
Such a move is common among pressure groups in order to attend shareholder meetings and question the board in a bid to influence decisions.
LVMH is the world's biggest fashion conglomerate.
PETA has not said how many shares it has bought, although Senior International Media Director Ben Williamson says that their stake in the company is enough 'to file shareholder resolutions and speak at meetings to push for an end to the sale of cruel crocodile skins'.
Williamson explained PETA will attend shareholder meetings only when necessary 'to put pressure on the company to end its sale of exotic skins merchandise'.
As a board member of LVMH, PETA intends to bring awareness to the cruelty inherent in the exotic skins fashion industry.