The ad was shot in London by fashion photographer Mary McCartney, daughter of longtime PETA supporter Sir Paul McCartney.

Tommy first learned about PETA through longtime animal advocate Pamela Anderson. Says Lee in an interview at peta2.com: "I have actually been looking forward to getting involved. I get the PETA magazine, and what the fur trade does to animals is absolutely terrifying. A lot of hip-hop artists wear fur and they think it's a status symbol; that doesn't register, I just see dead animals."