# Cabbage-Wrapped Gowns Vegan Activists Opt Against Nudity with the PETA Lettuce Dress By Leslie Chen | Published 2011-06-20 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/peta-lettuce-dress References: [stylelist](http://www.stylelist.com/2011/06/10/PETA-vegetable-fashion-Gao-Yuanyuan/) & [english.cri.cn](http://english.cri.cn/6666/2011/06/09/1321s641797.htm) Although always trying to make a statement with its campaigns, [PETA](https://www.trendhunter.com/trends/biodegradable-leather-alternative) has taken a different route this time with the PETA Lettuce Dress. Instead of having a model [pose completely nude](https://www.trendhunter.com/trends/miley-cyrus-maison-margiela) like in its previous ads, PETA features a fully-dressed spokesperson in its latest campaign. Chinese model Gao Yuanyuan acts as the face of PETA in this advertisement. She wears a PETA Lettuce Dress accompanied by a chili pepper necklace. This campaign adopts a completely refreshing execution as opposed to the ones from the company's past. As always, the message is to get people to see the healthier option of [going vegetarian and give up meat](https://www.trendhunter.com/trends/meat-free-made-easy-campaign) in their meals. Surprising audiences with the opposite of what they're known for, this PETA Lettuce Dress is the perfect alternative to going nude. ## Trend Insights (Trend Hunter) - Score: 1.4/10 - Popularity: 18% | Activity: 16% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What's Driving This Trend - **Vegan Fashion:** The use of unconventional, eco-friendly materials in fashion, like vegetable clothing, will continue to rise in response to growing concern about sustainability and animal welfare. - **Alternative Advertising:** Non-traditional, attention-grabbing advertising campaigns like PETA's Lettuce Dress will become more prevalent in all industries, drawing consumers in with surprise value and standing out from the competition. - **Body Positive Messaging:** Campaigns that demonstrate body positivity and inclusivity will become increasingly popular in the fashion industry, showing that a healthy lifestyle and a confident demeanor are achievable at any size. ### Who This Affects Most - **Fashion Industry:** The fashion industry can innovate by exploring new materials for clothing that are sustainable, eco-friendly, and ethically produced. - **Marketing Industry:** Marketers can take inspiration from PETA's bold and unique ad campaigns to create more attention-grabbing, unconventional marketing tactics to stand out in a crowded market. - **Health and Wellness Industry:** The health and wellness industry can focus on promoting body positivity and celebrating healthy lifestyles, rather than promoting unrealistic body standards and weight loss gimmicks. ## Related on Trend Hunter - [Statement-Making Oatmeal Outfits](https://www.trendhunter.com/trends/porridge-dress.md) - [Quirky Plant-Based Food Ads](https://www.trendhunter.com/trends/gosh-food.md) - [Plant-Based Meat Resolution Campaigns](https://www.trendhunter.com/trends/beyond-meat-literally-the-least-you-can-do.md) - [Cheeky Lettuce-Inspired Blankets](https://www.trendhunter.com/trends/lettuce-wrap1.md) - [PETA-Approved Leather Alternatives](https://www.trendhunter.com/trends/biodegradable-leather-alternative.md) - [Plant-Based Billboard Takeovers](https://www.trendhunter.com/trends/plant-based-billboard.md) - [Couture Ketchup Dresses](https://www.trendhunter.com/trends/la-robe-ketchup.md) - [Plant-Based Cuisine QSR Campaigns](https://www.trendhunter.com/trends/burger-king-uk-campaign.md) - [Meat-Free Deli Product Commercials](https://www.trendhunter.com/trends/meatfree-campaign.md)