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Fashion: No Longer Only for Humans

The rise of high end fashion for pets

December 08, 2024

Issue #128

December 8th, 2024

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Paws and Prestige: The Rise of Dog Fashion

Last summer, Dolce & Gabbana launched FefĂ©, a fragrance created exclusively for dogs. Featuring an alcohol-free formula, the perfume is designed to keep pups fresh without irritating their sensitive noses. Encased in a sleek green glass bottle adorned with a 24-karat gold-plated paw, FefĂ© exudes luxury. Priced at around $99, the scent pays tribute to Domenico Dolce’s cherished poodle and marks the brand’s first step into canine couture.

While perfuming pets might raise some eyebrows, Dolce & Gabbana, is one of many luxury brands that are capitalizing on the booming luxury pet market.

Dolce & Gabbana is hardly the only brand in this category. Hugo Boss partnered with Kanine to create a dog clothing line inspired by human fashion, complete with coordinated outfits for owners and pets. Louis Vuitton and Gucci have long been players in the game, offering overpriced ornate carriers, diamond-encrusted collars, and cashmere dog sweaters. Prada also joined the fray with $850 dog coats, followed by Versace’s $1,350 luxury dog beds.

Even Dolly Parton launched her own line of dog clothes in 2022, with the apt name Doggy Parton.

High-end fashion houses are sniffing out the opportunity to connect with consumers offering luxury items for our pampered pooches. This growing market isn’t just about pampering pets - it’s a lifestyle statement. The pet fashion and accessories space has seen exponential growth in recent years, with some reports predicting the global pet care market to reach $350 billion by 2027. A 2022 survey by the American Pet Products Association found that 86% of pet owners consider their pets part of the family. So, if they’re splurging on their wardrobe, why not throw in a matching Gucci leash?

From the Runway to the Dog Park

Luxury brands have also made dogs the centerpiece of their advertising campaigns. From Kendall Jenner leading a Doberman in Bottega Veneta’s campaign to Debbie Harry cradling a poodle for Gucci’s holiday collection and even Burberry’s video campaign featuring Jane the Pomeranian dining at a table, white napkin and all.

The strategy works. Dogs add a relatable charm to high-end fashion campaigns, making brands appear approachable while tugging on consumers’ heartstrings. Dogs are also a marketing goldmine on social media—who can resist double-tapping a well-dressed pup?

Even Vogue hopped on the trend with its Dogue series, featuring a dozen virtual covers of stylish canines.

Metrics that Bark Back

The global pet clothing market is expected to be worth $7bn by 2032 with an annual growth rate of 5%. Sales of clothing for animals have grown by 21% since 2019 and the average amount spent by owners has increased by 9%. Dogs have the biggest wardrobes, with 60% of pet clothes bought by their owners.

High-income pet owners drive much of this spending, often influenced by the Instagram-perfect lifestyles of celebrity pets. Social media is a powerful engine for this industry, with "petfluencers" helping brands connect with a wider audience.

It's no surprise that “celebrity canines” have captured not only our hearts but our wallets as well. Pet influencers are prominent on social platforms and fashion brands are well aware of this. Top brands are capitalizing on their star power for marketing success.

These social media stars are only a small amount of pets that are moving the needle on pet fashion & couture.

For many, splurging on luxury pet items isn’t just indulgence; it’s a reflection of personal identity and values.

While the luxury pet market isn’t without critics—some argue it’s frivolous or even exploitative—it’s impossible to deny its cultural and economic impact. Dogs in fashion aren’t just a fleeting trend; they’re a cornerstone of modern branding that marries aesthetics, emotion, and consumer spending power.

So, as brands continue to innovate in this space, one thing is certain: the world of dog fashion is only getting bigger, bolder, and more expensive. After all, every dog deserves its day, and a killer outfit to go with it.

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