Stella McCartney has been accused of hypocrisy by fellow fashion designer Karl Lagerfeld for her continuing support of animal rights issues, while simultaneously launching her own Gucci fashion label.

The row was sparked by her involvement in an anti-fur cinema advertisement that campaigns against the slaughter of animals for leather and fur. To be screened in the Autumn, the advert is said to be extremely shocking in its content and directly attacks fashion labels such as Fendi, Dolce & Gabbana, Christian Dior and indeed Gucci. The actors Jude Law and Sadie Frost also feature in the film, as do ex-‘Spice Girl’ Geri Halliwell and the singer George Michael.

In an interview with the web-based Fashion Wire Daily, designer Karl Lagerfeld said: 'Oh, please, how can she be in business with Gucci while posturing in this overly dramatic way? It's grotesque. If she finds their reliance on fur and leather so objectionable, why does she take their money and trade on their reputation to advance her own career... It's deeply hypocritical of her and she's making both herself and Gucci look ridiculous.' The designer added: 'Everyone knows Gucci has made zillions of dollars by working with leather. When she [McCartney] signed with them, she closed the chapter as far as holding these sort of scruples with any kind of credibility.'

Accusations of hypocrisy notwithstanding, McCartney’s actions and opinions have caused widespread disquiet in the fashion industry, where she is widely viewed as using her money and influence as a soapbox for animal rights activism. In 1999, for instance, the designers Dolce & Gabbana responded to her sending them an animal rights video by telling her to shut up and mind her own business.

Another, unnamed industry insider was quoted in the UK newspaper ‘The Observer’ as saying: 'Gucci is cynical enough not to care about this from a business point of view.’ ‘But there's a question of respect here: if Stella is going to bite the hand that feeds her too hard, she might just find that hand eventually withdrawn.'