Fashion goes to dogs: the latest four-legged models

However, many veterinarians have expressed concern about the effect that dog perfumes may have on dogs’ highly developed sense of smell. Dr. Federico Cuccia, a veterinarian in Rome, told Italian media: “Dogs recognize themselves and their surroundings through smell. Changing their natural scent can confuse them and disrupt communication. There is.”

Similarly, the Royal Society for the Prevention of Cruelty to Animals (RSPCA) in London said: “We are not surprised to learn that dogs can be irritated by the smell of perfume.”

Dolce & Gabbana, known for its innovative marketing strategies (one of the first companies to put bloggers in the front rows of fashion shows), is tapping into the growing luxury pet market with this move.

Following this trend, other brands have also entered the space, including Boss, which two years ago collaborated with dog accessories brand Kanine to create a line of dog accessories inspired by human fashion. Launched a line of clothing and accessories. This collection allowed pet owners to match their clothing to their dog while walking and cleaning up after the dog.

Luxury clothing and accessories for pets are nothing new and have become a staple of the luxury product repertoire over the past two decades. Glamorous diamond-encrusted collars, small dog carriers from Louis Vuitton and Gucci, cashmere knitwear, and bowls from Polo Ralph Lauren are just a few examples.

In 2020, Prada introduced a collection of dog coats that cost an average of $750 each, and a year later Versace launched a luxury dog ​​bed for $1,170. When pet owners spend thousands of dollars on purebred dogs and are inspired by social media influencers, buying a Gucci collar for a few thousand dollars seems like a natural extension of their lifestyle. It seems to me.

Dogs are now making their mark in luxury advertising as loyal companions to photographed stars. In recent campaigns, singer Debbie Harry has appeared in Gucci’s holiday campaign with a poodle and a Yorkshire terrier. Kendall Jenner wears Doberman in Bottega Veneta’s summer campaign. The campaign includes a $1,150 leather woven dog collar. and the sleek Weimaraner, which lends a noble look to Dunhill’s fall campaign. Burberry took it a step further and introduced Jane the Pomeranian in a video campaign that showed the pampered pup enjoying “dinner” at a dining table complete with white napkins.

A trend that combines a love of animals with high fashion is gaining momentum. Dogs bring warmth and charm to your campaign, attracting attention while making your brand seem friendlier and more approachable.

Last summer, Vogue magazine embraced this connection, publishing dozens of virtual covers featuring dogs under the title “Dawg.” The magazine points out that the association between dogs and fashion dates back to the late 19th century, with an illustration of a Labrador puppy on its February 1897 cover, and a year later an illustration of a collie wearing a beret. He said that Iconic designers like Gabrielle “Coco” Chanel and Azzedine Alaia have been famously photographed with their dogs.

This year, luxury brand Valentino leans into the personal side of this trend. The brand’s new artistic director, Alessandro Michele, launched his first campaign in honor of fashion house founder Valentino Garavani’s pug, Oliver. The campaign images feature pugs alongside Valentino’s iconic designs, including red dresses and black and white polka dots. Oliver is treated like a celebrity. Five years ago, he was also interviewed about his favorite restaurants and movies.

Another notable campaign is by Louis Vuitton, which focuses on dogs in its Spring/Summer 2025 pre-collection. Under the name “Dandim Dog Handlers,” the models are outfitted with branded carryall bags, portable water and food bowls, velvet berets and leashes, and collars featuring the brand’s signature monogram. He was photographed leading and posing with a dog wearing luxury items such as. For interested buyers, the Louis Vuitton dog collar costs 280 euros, while the chic dog carrier bag costs 2,900 euros.

The brand said the campaign, directed by Pharrell Williams, focuses on dogs as part of its Dog LVERS collection. “This campaign celebrates the special bond between humans and dogs with luxurious designs and accessories that reflect the international culture of dogs and their handlers,” the press release reads. To emphasize this theme, the brand blended fashion, emotion, and winning motifs to create a fictional dog show where dogs win prizes.

The presence of modern dogs in fashion campaigns is driven by two factors: image and economics. Fashion companies aim to sell pet-specific design lines and expand their offerings to new customers and needs.

Dogs also serve as an opportunity to strengthen brand identity. Anthropologie’s Fall/Winter 2024-25 campaign, shot in New York by photographer Yulia Gorbachenko, features models Taylor Hill and Barbara Palvin with their dogs. According to Impressions writer Mark Whitmer, dogs create a homey, warm atmosphere, fostering an emotional connection between audience and brand, and appealing to customers with a heartfelt approach. That’s what it means.

Beyond the economic aspect, dogs are symbols of loyalty, warmth, and reliability. Incorporating these into your campaigns strengthens the emotional bond consumers feel with your brand, giving it a more authentic and relatable image. Dogs also evoke themes of nature and healthy living values, which have gained attention in recent years. For many pet owners, dogs are part of the family. The brand recognizes this bond and strives to connect with animal lovers by portraying dogs as family members and extensions of their personal identities.