Animal rights activists have staged a protest outside the new Gucci store as it opened in Edinburgh, urging the luxury brand to end the use of reptile skins.

Demonstrators from People from the Ethical Treatment of Animals (Peta) stood outside the shop holding signs that read: “Gucci: ban wild-animal skins.”

Footage posted on social media showed two people walking into the store on Multrees Walk holding the signs aloft before they were escorted out of the shop and down the street by security guards.

The Gucci store opened on Friday on the street which is home to other luxury brands including Louis Vuitton, Burberry and Max Mara.

Peta is calling on Gucci to do right by animals

Peta vice president Mimi Bekhechi, who is from Edinburgh, said: “Every wild animal-skin accessory, from wallets and bags to belts and watch straps, comes from a terrified animal who was beaten, tortured, and skinned – sometimes while still conscious.

“Peta is calling on Gucci to do right by animals by shedding reptile and other exotic skins.”

Gucci has been asked for comment.

The firm is among a number of brands that has dropped the use of animal fur in all its collections, adhering to guidelines set by the Fur Free Alliance.