A couple of weeks ago a newsletter ticked into my inbox. H&M’s clothing chain ARKET was out advertising its new collection called “Dogs: A New Collection”. They have started selling dog clothes and other fashionable accessories for our four-legged friends. They are far from the only ones. Luxury giants Celine, Gucci, Fendi, Barbour, Ralph Lauren and Prada are just some of the brands that have launched designer collections for dogs recently – accompanied by undeniably cuddly campaign images. ARKET has jumped on the bandwagon. The collections often consist of both clothes and accessories – such as collars and dog beds. Photo: ARKET (screenshot) Some of the world’s largest online stores for fashion, such as Farfetch, SSENSE and Selfridges, all already have their own subcategories for animals (read: dog). The global market for dog fashion has exploded recently, and all indications are that it is here to stay. But is it really okay to turn your dog into a fashionista? “When your dog looks at you with sad eyes, he may want a more trendy look. Turn your dog into a real fashion lion,” says H&M’s online store. Photo: H&M (screenshot) Spending large sums on pets Fashion and beauty manager Ida Elise Eide Einarsdóttir in KK believes that the booming market for dog fashion can be linked to the pandemic when “everyone” should have a dog. – As elsewhere in the fashion industry, it is governed by supply and demand. It seems that people are willing to spend large sums on their animals, she says. The fashion editor believes that the growing customer group is a ringing coin in the coffers for the brands, who now see the opportunity to dip their toe into a tapped and new market. Trench coat for dogs from Moschino. Photo: SSENSE.COM (screenshot) – The fashion houses are already completely obsessed with reaching target groups such as millennials and generation Z, and if they are willing to spend a lot of money on their animals, then the fashion industry will surely meet that demand, says Einarsdóttir. Many dog lovers will probably argue that dressing up the dog is to express its personality, but it is important not to turn animals into a fashion accessory, believes the editor. – Animal welfare organizations constantly feel obliged to remind them of this. Dog fashion is probably mostly about our own need for self-realisation – and partly also brand loyalty, she says. – Let the dog be a dog. Fido doesn’t need Fendi. Dog bubble vest from Moncler. Photo: Moncler (screenshot) Has completely taken off on Instagram Social media is full of dogs in fashionable outfits. Big dog profiles such as Tika the Iggy and Boobie Billie are among those who front the trend. The fashionable bisques are often seen in, among other things, designer jumpers, dog shoes and other glamorous accessories. Via collaborations with various clothing brands and sponsored posts, the “dogfluencers” are a key driver for the ever-growing dog fashion market. According to the Financial Times, the global market for pet products – including clothing – will be worth $32 billion by 2023. The fashion dog Tika has over a million followers on Instagram. Here wearing Fendi from nose to tail. Photo: Tika the Iggy (screenshot) Izzy is a French bulldog who also has over a million followers on Instagram. Here wearing a pink bubble jacket from Moncler. Photo: Izzy the Frenchie (screenshot) – Some dogs get clothes because they need them. Others get it because their owners think it makes them cuter or funnier. I think the latter are completely unnecessary purchases, says clothing researcher and professor of technology and sustainability Ingun Grimstad Klepp at Oslo Met. The researcher asks people to be careful when considering clothes for the animal, and encourages them to buy used or to drop the purchase if it is not of great necessity. – What is certain in any case is that the world produces far too much clothing. Our consumption must decrease if we are to reduce the climate footprint of textile production, says Klepp. Rain jacket with hood from Prada. Price tag? Around NOK 6,400. Photo: Prada (screenshot) Annette Bjørndalen Søreide in Animal Protection mentions that certain short-furred dog breeds, as well as elderly and sick dogs, may need clothing when they are outside in autumn and winter. She believes that clothes for dogs and other animals in general must have a function. – This could be clothing that protects against cold and rain, or the reflective cover that makes the dog visible in the dark, she says. She recommends going for manufacturers who work specifically with equipment for animals. – It is to be sure that the garment has a good function and is of good quality, says Søreide. Photo: HUGO BOSS / RALPH LAUREN (screenshot) Must be able to play and run normally Although there are certain dogs that may need a little help in the form of clothing, the dogs generally have no need for clothing, says Siri Martinsen in NOAH . – Clothing must not hinder the dog’s free movement. It must be able to play and run normally. If the body language indicates that the dog is inhibited or that other dogs react to it, this is problematic, says Martinsen. – It is important that people do not fall for the temptation to dress up dogs because it is “fashionable”. At Barbour you can buy matching jackets for you and your dog. Photo: Barbour (screenshot) Hungry for more things about design and fashion? Read more here:
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The fashion houses invest heavily in dog clothes – news Kultur og entertainment
