'Human reptile' Ashley Fruno in Peta protest at Hermes store

While most people shy away from snakes, shoppers were only too happy to slither up to animal rights campaigner Ashley Fruno after she covered herself in green and gold paint to look like a reptile.

Wearing only matching underwear, Fruno stood outside the Tsim Sha Tsui store of luxury brand Hermes yesterday carrying bilingual signs reading "Animals suffer for exotic skins" as locals and tourists stopped, stared and took photos. "This is a provocative and fun way to bring awareness [to the cruel treatment of reptiles for their skins], and it works," said Fruno, a long-serving campaigner with People for the Ethical Treatment of Animals (Peta).

Her previous stunts have included dressing up as a mermaid to protest against fishing and walking around with only a banner reading "I'd rather go naked than wear fur" to cover her modesty.

Fruno said Peta had been writing to Hermes since 2010 asking the French luxury goods giant to stop selling products made out of exotic animal skins.

Companies such as H&M and Victoria's Secret agreed to stop selling products made from the skins of snakes and crocodiles, but Fruno said Hermes ignored the protests.

"I hate doing this - if we could negotiate without doing this, we'd do it," said Fruno. She said Peta would always seek to negotiate first, and would only resort to demonstrations when the other party refused to talk.

Peta Asia-Pacific had contacted more than a dozen brands regarding exotic skins, she said.