Ireland Baldwin strips naked for Peta as she follows in Kim Basinger's footsteps.
The 22-year-old model explained: 'I saw the images from when my mom shot this campaign, so it was something that I aspired to do.
'Since I was a little girl, I wanted to do something for PETA. This is something my mother has fought her entire life and has advocated for and something that I have tried to as well.'
And unlike some who have posed for Peta - we're thinking of you, Khloe Kardashian - Ireland is a true activist.
She explains: 'I actually have it in my contract as a model that I won't wear fur, I didn't want that to be part of my brand.
'I've had wardrobe people try to put me in fur coats and jumpsuits and lay on a fur rug and do whatever and I've actually told people to f*** off.'
She said that no matter the size of the fur - be it a large coat or a handbag charm - 'You're still buying cruelty and you're still advocating for it.'
And Ireland's views are clear: 'If you wouldn’t wear your dog, then you shouldn’t wear fur at all, because all animals are equal and deserve equal respect and equal compassion and love.'