Penelope Cruz will soon be naked in the middle of New York City. And she'll bare all for both Fashion Week and for animals, as part of the latest ad campaign for the People for the Ethical Treatment of Animals.

The 37-year-old Spanish actress, who appears 70 feet above Madison Square Garden, gives passersby the eye over her shoulder and pleads with those watching to "Give Fur The Cold Shoulder." The black-and-white billboard's message will be seen as Fashion Week gets underway, also posting in Milan, Paris and London.

"Penelope Cruz has appeared in every 'best dressed' list in the world, but you'll never find her in fur," said Lisa Lange, PETA's senior vice president.