Luxury is canine too

Last February a new law was passed on the Canary Island of La Palma that changed the designation from “pet” to “family animal“, perhaps, for those who do not yet have a dog friend, this small alteration does not mean much interest, but for those who do, animals provide much more than company, they are part of the family.

By occidental conviction the dates indicated, such as Valentine’s Day or birthdays, are always intimately related to the fact of giving gifts. Advertising drives the joyful ones of love and the festivities to give their partners all kinds of products as well as their pets.

Fashion and the luxury sector are delighted with such forms of expression, “the more expensive, the more you are loved“, so any market opportunity is more than considerable for the luxe fashion industry. The love for our family animals makes us vulnerable and we try to bring them closer to our way of understanding consumption by dressing them in jackets, dresses, skirts or accessories, to make them a little more our equals.

At first the luxury brands did not pay much attention to animal clothing, but the generation Millennial and Z, are loaded with desire to spend on them so the high fashion houses have decided to formalize the sector of textile garments for dogs.

One of the most popular collaborations was that of Moncler Genius with Poldo Dog Couture presented during the Milan Fashion Week. Dog articles with values of 360€ approximately. Very Important Puppies launched in September 2018 a small collection of streewear aesthetics; later, a collaboration with Heron Preston arose. For the moment, this drops have only been collections for sale online, but Very Important Puppies does not rule out opening its first physical store.

The canine clothing brand Petements, paying tribute to the aesthetics of Vetements and to its own name, has more than twelve thousand followers in its Instagram account – @petements_official -, and is increasing day after day being a manifestation of the new interest in marketing dog clothing.

A market that is in crescendo as consumers continue to invest in their best friends so that they look just as divine as they do.