Penelope Cruz will attend New York's Fashion Week this month as a new face for PETA.

At the same location where the fashion festival will hold, Cruz will be displayed across a 70 ft billboard promoting anti-fur. Similar fashion week efforts will follow in Paris, London, and Milan.

"Penelope Cruz has appeared on every best-dressed list in the world, and the one thing you'll never see her wearing is fur," explains PETA Vice President Lisa Lange to WENN.

"PETA couldn't ask for a more fitting emblem of the modern, glamorous woman who knows that there's nothing more beautiful than a woman who has a look that kills without anyone having to die for it."

Cruz, being the latest icon to speak out against fur, together with first ladies Michelle Obama and Carla Bruni-Sarkozy to rebuke the idea of ever wearing fur. PETA campaign stars like Charlize Theron, Oprah Winfrey, Pink, Pamela Anderson, and Eva Mendes as well.