Priyadarshini Rao, said since vanity drives sales and that designers have the last word in vanity, fashion designers should take a step in the right direction and give their greatest gift to nature.

Lalit and Sunita Jalan realised the impact of the issue and condemned the practice of killing the Chiru.

Vijay Arora had three words to say : "It is evil."

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Days of the Shahtoosh shawl being a fashion statement are over. It is a prêt assertion written in gore and blood-the sight of which has moved the Indian fashion fraternity to rally together to denounce this shawl.

The Fashion Design Council of India (FDCI) has come forward to support the Wildlife Trust of India (WTI) and International Fund for Animal Welfare's (IFAW) global campaign against this stole of doom. The response from fashion designers, particularly, and models as well at the two previous editions of the India Fashion Week in 2000 and 2001 were overwhelming.

WTI has appointed leading fashion designers Ritu Kumar, Gitanjali Kashyap, and Kiran Uttam Ghosh its "Ambassadors Against Shahtoosh". They actively work to spread the message against shahtoosh, especially to those rich and wealthy families, who still use such shawls. They use every opportunity to get the message across to consumers. The WTI ambassadors have also been promoting their respective "Alternatives to Shahtoosh' line of products.

Among those who have been endorsing the cause are Anjana Bhargav, Anshu Arora Sen, Aparna Chandra, Ashima Singh, Bobby Grover, Gitanjali Kashyap, Jatin Kochar, J J Valaya, Sunita & Lalit Jalan, Leena Singh, Manju Grover, Mona Lamba, Monisha Bajaj, Nikhil, Pali Sachdeva, Priyadarshini Rao, Rahul Gandhi, Rina Dhaka, Ritu Kumar, Rohit Bal, Rohit Gandhi, and Shantanu.