Alicia Silverstone fronts feather expose for PETA

Actress Alicia Silverstone is encouraging fans to shun feathers by fronting a video exposing the cruel practise of plucking geese and ducks for their down.

The Clueless star, who is famed for her animal activism and vegan diet, has partnered with members of People for the Ethical Treatment of Animals (PETA) to give a behind-the-scenes look at the down industry.

In the video, workers are shown yanking fistfuls of feathers from live birds, often tearing open their flesh, which is then sewn up using a needle and thread.

Silverstone narrates, "No matter where it comes from, down is a product of cruelty to birds... You can help stop this suffering by purchasing only down-free products and encouraging all your friends and family members to do the same. This is one simple way to make a huge difference for animals."