Fashion is undoubtedly one of the first things that comes to mind when we talk about self expression. Every small detail in an outfit join forces to create first impressions on everyone we come across, so it comes as no surprise that people search for ways to broaden this tool and convey more specific and genuine representations of their personalities. And our pets, especially our dogs that never leave our side, deserve to be as stylish as us, if not more.
Today almost 70% of all U.S. households own a pet. Dogs are by far the most popular, around 60.2 million households own one, according to the American Pet Products Association. Owners in the US spent $72.1 billion on their pets in 2018, but only 41% went to food, leaving a lot of room for other necessities, or pet clothes.
Dressing pets is increasingly popular, as 60% of millennials are reported to be likely to purchase clothes for their pets, according to Forbes. And they largely prefer retailers that understand their needs, with 63% stating that they think big-box pet stores and similar stores lack expertise.
With this growing demand for apparel for our four-legged friends, boring items found in the pet store proved to be insufficient. That’s when luxury brands hopped in to expand their product lines, and give consumers brand new ways to show their, or their pets’, individualities. 14% of millennials are reported to have made luxury purchases within the pet-care category, compared to 14% of millennials making similar purchases on children’s items. This further proves that pets are seen as family, and splurging on them is valid.
A very recent example was introduced during Milan Fashion Week in February. Moncler Genius’s collaboration with Poldo Dog Couture created a lot of buzz, causing long queues for everyone wanting to see a pack of dogs in high-end puff coats costing up to $400. According to a company statement, the capsule aims to “ensure that dogs can face harsh winters in perfect warmth and total comfort”.
“We began Poldo three years ago when I realised there was not a true luxury dog line: high fashion for dogs. And now Poldo has come together with Moncler Genius,” said Maurizio Azzimonti, founder of Poldo Dog Culture and Moncler Genius’s creative director of window design, in an interview with Vogue. “The image we did of a dog in our down jacket is one of the most popular on Moncler’s Instagram.”
Moschino also included items for pets in their collaboration with H&M last year. This marked the first time both the Swedish retail giant and the fashion house created apparel for pets. But of course, already established luxury designers are not the only ones to venture into the pet-care market. There are also many emerging luxury brands that create lines only for dogs.
Very Important Puppies (V.I.P. for short), was created by Sabrina Albarello with her sister Katerina Karelas, and launched in late 2018. They offered streetwear-inspired looks, with items such as sherpa jackets, velour zipper hoodies and vinyl raincoats priced between $160 and $202. They also had a collaboration with Heron Preston. More recently, V.I.P. has also collaborated with GCDS, featuring graphic apparel for dogs, and even a co-branded poop bag carrier.
As the importance given to pets joining their owner’s style increases, and the normalisation of splurging on luxury apparel for pets continues, we can expect the number of fashion houses creating items for this demand to rise as well. It’s a great market both for profitability, and for the undeniably cute sight of pets in luxury clothes.
by Selin Hatunoglu
