Ulaanbaatar – Mongolian pop sensation Nominjin hits the slammer for a brand-new ad for People for the Ethical Treatment of Animals (PETA) Asia. Next to the tagline "Liberate Your Style: Don't Wear Fur", the 20-year-old vegan is shown in a cage alongside a furry friend to protest against the barbaric practices used in fur farms around the world. The ad was shot by ace photographer Zeev Rozen. Ankhtsetseg B did the makeup for the ad, and Darisuren B served as the hairstylist. Nominjin sings in nine languages and has worked with world-renowned producers and musicians in the US and India. She has performed in more than a dozen countries, including Russia, Mexico, Korea, Turkey, Japan, India, the US and France. She has been a featured singer on international albums alongside Norah Jones and James Blunt and also contributed to a remixed version of a John Lennon album. Earlier this year, in an online poll, she was voted first runner-up in PETA Asia's Sexiest Vegetarian contest.

"Fashion should be fun, and there is nothing fun about wearing someone else's skin", says Nominjin, who has more than a dozen number one hits to her name. "Watching PETA investigations of fur farms brought tears to my eyes."

On fur farms in neighbouring countries, where most fur originates, rabbits, minks, foxes and other animals spend their lives standing in tiny, filthy cages, where they never have a chance to run, jump or play. To kill the animals, fur farmers snap their necks or smash their skulls before stringing them up by their legs and cutting off their heads. Some of the animals are skinned while they're still alive.

"Fur is often mislabelled, so there's really no way to know what kind of animal's skin you're wearing", said Nominjin. "Anyone who wears any fur or fur trim shares the blame for the miserable lives and horribly painful deaths of millions of animals each year."

Nominjin joins a list of glamorous celebs – including Eva Mendes, Pink, Kim Basinger and Natalie Portman – who shun fur and fur trim. For more information, please visit


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