Less fur is flying these days among animal rights activists.

People for the Ethical Treatment of Animals has announced it will discontinue its “I’d Rather Go Naked Than Wear Fur” campaign, a 30-year effort to battle the fur industry by featuring celebrities — and their strategically placed limbs — in nude photos alongside the slogan.

PETA — which targets alleged animal abuse in scientific laboratories, clothing production, the food industry and entertainment — started the advertising campaign in 1990 but has announced it is bringing it to a close, on the cusp of New York Fashion Week, because the group has seen significant changes in the fur industry.

“Nearly every top designer has shed fur, California has banned it, Queen Elizabeth II has renounced it, Macy’s is closing its fur salons,” PETA senior vice president Dan Mathews, who conceived of the “Naked” campaign, tells The Post. He also notes that Toronto-based manufacturer North American Fur Auctions filed for bankruptcy last fall.

“With fur in a downward spiral, PETA will expand our efforts to expose the violent leather and wool trades,” said Mathews, who chronicled his wild days as an activist in his 2007 book “Committed: A Rabble-Rouser’s Memoir,” and whose second memoir, “Like Crazy: Life With My Mother and Her Invisible Friends,” will be published in May.

The 30-year campaign kicked off in 1990 when The Go-Go’s posed in the buff for a poster, which was sold at the band’s concerts with proceeds benefiting PETA. Over three decades, dozens of stars have taken part, including Taraji P. Henson, Pink, Eva Mendes, Gillian Anderson and one of the latest subjects, Ireland Basinger-Baldwin, whose mother, actress Kim Basinger, posed in 1994.

Ireland Basinger-Baldwin by photographer Brian Bowen Smith (2018)

Brian Bowen Smith/PETA

Pamela Anderson by photographer William Hawkes (1997)

William Hawkes/PETA

Pink appears on a Times Square billboard in an image shot by photographer Ruven Afanador in 2015.

Slobodan Randjelovic

Gillian Anderson by photographer Rankin (2018)


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Roselyn Sanchez by photographer Robert Sebree (2005)

Robert Sebree/PETA

Eva Mendes by photographer Don Flood (2007)

Don Flood /PETA

The Go-Go’s by photographer Greg Gorman (1990)

Greg Gorman/PETA

Taraji P. Henson by photographer Don Flood (2011)

Don Flood /PETA

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Joanna Krupa by photographer Robert Sebree (2006)

Robert Sebree/PETA

Kate del Castillo by photographer Brian Bowen Smith (2017)

Brian Bowen Smith/PETA

Tyra Banks by photographer Steven Klein (1994)

Steven Klein/PETA

Despite ending the sultry campaign, Mathews says the group will continue to protest what it sees as inhumane abuses involving animal fur, including an ongoing focus on coats produced by Canada Goose, which last holiday season saw price markdowns that have been partly attributed to pushback on its fur-trimmed parkas. In December, animal rights activists also stormed an NYC fitness class run by model Kate Upton to protest her past support of the brand, which has faced allegations of false advertising from the Federal Trade Commission for promoting the brand’s “ethical” treatment of animals used in its products.

PETA’s “Naked” campaign isn’t the only way the organization is celebrating celebrity buy-in for its causes. Just last summer, fur fan Kim Kardashian-West announced on Instagram that she was ditching real fur for faux, with PETA responding, “Thank you for making compassionate changes that save animals and showing the world that #FurFree styles are the future!”

PETA also teased the possibility of using nude celebs in an upcoming new campaign specifically targeting the leather industry, with the revised slogan “I’d Rather Bare Skin Than Wear Skin.”

In spring 2019, PETA voiced support for a proposed ban on the sale of fur in New York City, a bill sponsored by City Council Speaker Corey Johnson. However, Johnson faced significant opposition from fur industry workers fearing the loss of their jobs. He said he “didn’t realize the amount of pushback there would be,” adding, “While we are trying to be less cruel towards animals, we also want to do this in a more humane way to the workers as well.”