Animal rights campaigners gathered in Jubilee Gardens on Sunday to build an army of snowpeople holding signs that read: "Don't Be Cold-Hearted: Go Fur-Free".
"The fact that it's cold outside doesn't mean that we have to have cold hearts", says PETA special projects coordinator Mandy Carter. "With all the toasty and fashionable synthetics available, there's no excuse for wearing fur."
The snow figures were created in Jubilee Gardens next to the London Eye.
PETA claims that every year, millions of animals are trapped for fur and suffer pain before their chests are stamped on or their necks are broken by trappers.
People for the Ethical Treatment of Animals Foundation is based in SE1.
• See our gallery of SE1 snow pictures.