Jennifer Lopez is reportedly under fire from animal rights campaigners for deciding to wear fur and use it in her new fashion range 'Sweetface'.

Activists staged a vocal protest outside Virgin Records in New York where the singer was making a personal appearance signing copies of her new album, "Rebirth".

Hundreds of protestors also handed out copies of a controversial DVD featuring the star alongside shocking footage of animals being skinned alive, while holding banners bearing the slogan "Jennifer Lopez: Fur Scum."

"The protest comes on the heels of the debut of Lopez's fur-laden Sweetface fashion collection, which has been panned by critics and animal rights activists alike," a message on the PETA website said.

"There is nothing remotely 'sweet' about the torture deaths of animals killed for fur."