In a surprising twist, dogs are now making waves in the world of high fashion, appearing alongside celebrities in ad campaigns. These four-legged stars are not just props, but are outfitted in luxury collars, coats, and accessories designed just for them.
Last summer, the Italian fashion brand Dolce & Gabbana introduced “Fefé,” a dog perfume priced at 99 euros. The fragrance, which features natural floral notes, is alcohol-free to suit a dog’s sensitive sense of smell. The sleek bottle is finished with a 24-karat gold-plated dog paw. Fefé is named after the poodle of Domenico Dolce, one of the brand’s founders. However, the launch has sparked concerns among veterinarians about the potential risks to a dog’s sense of smell. Dr. Federico Cuccia from Rome expressed concerns that the perfume could confuse dogs, as they rely heavily on scent for communication. The Royal Society for the Prevention of Cruelty to Animals (RSPCA) also warned that perfume could irritate dogs.
This move is part of a growing trend where luxury brands are targeting the booming pet market. Dolce & Gabbana is tapping into this trend, following in the footsteps of other brands like Boss, which launched a pet clothing and accessory line in collaboration with Kanine two years ago. This collection allowed pet owners to match their outfits with their dogs, creating a complete look for their outings.
Luxury pet products are not new. For years, high-end brands like Louis Vuitton and Gucci have created specialized items for dogs, including diamond-studded collars, designer carriers, and even cashmere sweaters. In 2020, Prada entered the pet market with a collection of dog coats priced around $750 each, while Versace launched a luxury dog bed priced at $1,170 in 2021.
Now, dogs are playing a prominent role in high-fashion advertising. Gucci’s holiday campaign featured singer Debbie Harry alongside a poodle and a Yorkshire terrier. Bottega Veneta’s summer campaign showcased Kendall Jenner walking a Doberman, with a $1,150 leather dog collar as part of the collection. Burberry’s campaign took it even further, featuring a Pomeranian named Jane enjoying dinner at a table complete with a white napkin.
The trend of dogs in fashion ads is gaining momentum as brands realize the emotional appeal of these loyal companions. Dogs bring warmth and charm to campaigns, making the brands appear more approachable and relatable. Even Vogue magazine got on board last summer, releasing a special virtual cover titled “Dogue,” featuring dogs in fashion. The magazine pointed out that the connection between dogs and fashion dates back to the late 19th century, when dogs appeared on the cover as fashion icons.
This year, Valentino’s artistic director Alessandro Michele paid tribute to his beloved pug, Oliver, in a campaign that featured the dog alongside iconic Valentino designs. The pug has become a fixture of the brand, even being “interviewed” in the past about his favorite restaurants and movies. Louis Vuitton also embraced the trend with its Spring-Summer 2025 pre-collection campaign, featuring models posing with luxury dog accessories, including branded bags, velvet berets, and monogrammed collars. Prices for these items range from 280 euros for a collar to 2,900 euros for a carrier bag.
The growing presence of dogs in fashion campaigns is driven by both image and economics. Fashion brands are expanding their offerings to include pet-specific designs, which appeal to a new and affluent customer base. Dogs also help strengthen brand identity. For example, Anthropologie’s Autumn-Winter 2024-25 campaign, shot in New York, features models Taylor Hill and Barbara Palvin with dogs, creating a warm and relatable atmosphere that connects with consumers on an emotional level.
Beyond economics, dogs are symbols of loyalty, warmth, and reliability—qualities that many consumers value. By featuring dogs in their campaigns, brands are able to connect with animal lovers, portraying dogs as part of the family or an extension of personal identity. This trend reflects a larger cultural shift toward nature, well-being, and healthy living, with dogs at the heart of the conversation.
As pets become an increasingly important part of people’s lives, it’s clear that fashion is following suit, making room for dogs in the spotlight of luxury and style.
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