The European premiere of Piece by Piece, a biopic about musician Pharrell Williams, was interrupted by PETA protesters on October 20, 2024, during the closing night of the BFI London Film Festival. Protestors hung banners from the Royal Festival Hall balcony and shouted against Williams’ association with Louis Vuitton, where he serves as creative director for men’s fashion.
“Stop the torture, stop the pain,” the protesters chanted, referring to Louis Vuitton’s use of animal skins and fur. Williams, who was on stage at the time, handled the disruption calmly. “God bless you,” he said to the protestors, before adding, “The changes they seek don’t happen overnight. It takes a lot of planning, and we are working on those things.”
Repeated Disruptions
This is the second time PETA activists have targeted Piece by Piece. A similar protest occurred at the Toronto Film Festival during its world premiere. Protesters have taken issue with Williams’ fashion work at Louis Vuitton, calling him out for supporting the use of wild-animal skins in designs.
PETA’s UK senior campaigns manager, Kate Werner, issued a statement following the London protest, condemning Williams’ association with Louis Vuitton. “While Pharrell’s life story is told in this navel-gazing film, animals are confined in filth on farms… their skin is ripped off while they’re still conscious,” she said. PETA is urging Williams to push the brand away from using animal products and embrace cruelty-free alternatives.
Response from Pharrell Williams
Williams, who became Louis Vuitton’s creative director for men’s collections in 2023, has addressed these concerns with a message of patience and gradual change. “Rome wasn’t built in a day,” he told the audience at the London event. “They wanted to be heard, so we heard them.”
Despite the disruption, the screening proceeded after a brief delay, and Williams introduced the film, thanking the audience for their support.