Tourists sightseeing in New York’s Time Square might have caught an unsuspecting eyeful of Alicia Silverstone‘s bare butt this week. As part of PETA‘s “I’d Rather Go Naked” campaign, the Clueless star stripped down to protest the wool industry.
The ad for the billboard, which went live on the corner of 40th Street and 8th Avenue Monday, features Silverstone holding a plastic sheep mask, flanked with the copy, “I’d rather go naked than wear wool.”
Silverstone, a vegan and longtime animal activist, told InStyle that she feels most people aren’t aware about harmful wool industry practices.
“The [wool industry] is really, really cruel—there’s no retirement farm, it’s more like, ‘Hey, we’re going to torture you your whole life, and then slaughter you afterwards,'” Silverstone told the magazine. “I’m so happy to be helping in raising awareness about something people are quite innocently in the dark about.”
In an Instagram video featuring some graphic animal violence, Silverstone goes into detail about the industry.
“It’s not so hard,” Silverstone told InStyle about finding vegan-friendly options. “Animals don’t deserve the treatment they’re getting, and I don’t think most people would approve of it at all—they just don’t know.”