Mumbai, Aug. 10 :    Mumbai, Aug. 10:  Kill with your looks, not with your clothes! Please say no to toosh, scribbled Ruby Bhatia, celeb compere. The beautiful people of the fashion capital have risen together to save the chiru, the small Tibetan antelope from whose wool the precious shahtoosh shawl is made. The chiru - there are only about 20,000 of them remaining - is killed for the wool to make the shawl which can keep one warm in a Kashmiri winter, yet is delicate enough to be slipped through a small bangle, and is handed down through generations as an heirloom. But the reason not to wear the toosh - it's bad fashion. Because the story of how a toosh is woven is well-known now, says designer Ritu Kumar. 'How can a shawl, to weave which about 20-21 chiru have to killed, be fashionable?' asked Kumar. She added that the demand for shahtoosh, which had shot up in the last four to five years following a lot of interest from abroad, seems to be on the decline now. She gave yet another reason against toosh - there are alternatives, made of pashmina, available in the market. As opposed to a shahtoosh that may cost anything between Rs 20,000 to a lakh, the lookalike will cost Rs 1,200. Kumar, who has been accredited with recreating ancient Indian fabrics and styles, makes some of these herself. Kumar was speaking at the seminar 'Say No to Toosh' at the Lakme India Fashion Week here. A host of other celebs - actress Kitu Gidwani, fashion designer Gitanjali Kashyap, socialite Arti Surendranath, actor Dalip Tahil - were present at the seminar to make it clear that they don't like blood on their shawls. Donning T-shirts which said 'Say No To Toosh', they lined up before the camera for posterity. The seminar was addressed by activists from the Wildlife Trust of India. Aniruddha Mookherjee from the trust had followed the shahtoosh's trail with a hidden camera from China where the chiru are found. About 5,000 of the animals are poached every year in Chinese territory and the skins are brought to Kashmir to be woven. About 30,000 people are involved in the trade. The Chinese authorities, however, have clamped down severely on the poaching, Mookherjee said. In India, the authorities are yet to launch an anti-toosh drive, but wearing the shawl has been illegal here since 1976. So one more reason not to wear the toosh - it can land one in jail. A well-known person from Delhi had to spend five days in Tihar for wearing a shahtoosh shawl. 'If you have a toosh, keep it hidden in your wardrobe, do not wear it,' said Vivek from the trust. The final reason not to buy a toosh - the market is full of fakes that look exactly like the original. 'They are mixes of silk and pashmina that can't be made apart from the real toosh,' said Mookherjee.