As PETA, the People for the Ethical Treatment of Animals, Hollywood actress Eva Mendes is the epitome of glamour and high-fashion. Whether with the help of stylist or not, every time she makes a public appearance, she manages to look her best – and, what’s more important, she now does so without wearing fur. Eva Mendes has become the latest celebrity to campaign against fur with a new shocking video.

Mendes’ message comes on the heels of an undercover PETA investigation of fur farms and markets in China, the biggest supplier of animal fur that makes for the backbone of the fashion industry. The video is anything but easy on the eyes, as Mendes and PETA join forces to show that, at the end of the day, there is absolutely nothing glamorous in wearing fur.

Doing so means that animals in remote parts of the world, where there is no regulation to protect them, are clubbed to death, electrocuted, and at times, even skinned alive for their pelts, which later become the hottest “It” fur coat on the fashion scene. Being properly informed of the cruelty with which these animals are treated means being an informed consumer, who can then make the decision to not wear fur and to look for “glamour” somewhere else. It is possible, Mendes says in the video.

“Millions of animals are killed for their pelts each year... I didn’t always know how animals were killed for their fur, and I even wore fur once myself. When I learned how cruel the fur industry is – and that there are no laws protecting these animals – I swore that I’d never wear it again. Please join me today as we go behind the scenes of the international fur trade, and find out how you can look glamorous without supporting animal suffering,” Eva Mendes urges in her message for PETA supporters.

“At a time when there is so much violence in the world, this is one type of violence that all of us can help stop – by being informed consumers,” she says towards the end of the video, stressing that turning our eyes from the cruel reality equals being accomplices to unspeakable acts of cruelty towards animals. Here is where you can see the video featuring Eva Mendes for the latest anti-fur PETA campaign. *Please note that it contains very graphic images that are extremely disturbing.