Last summer, the Italian fashion house Dolce & Gabbana launched a new fragrance: Fefé, a perfume designed for dogs. Featuring natural and floral notes, the alcohol-free scent aims to convey freshness and cleanliness without overwhelming a dog’s sensitive sense of smell.
The polished glass bottle is coated in green lacquer with a red cap, adorned with a 24-karat gold-plated dog paw. Named after Domenico Dolce’s poodle, Fefé is the brand’s first dog perfume, priced at 99 euros.
However, many veterinarians have raised concerns about the impact of dog perfumes on their highly developed sense of smell. Dr. Federico Cuccia, a veterinarian from Rome, told Italian media that “dogs recognize themselves and their surroundings through smells. Changing their natural scent may confuse them and interfere with their communication.”
Similarly, the Royal Society for the Prevention of Cruelty to Animals (RSPCA) in London said that “we would not be surprised to find out that dogs are irritated by the smell of perfume.”
Kendall Jenner walks with a dog in Bottega Veneta's campaign
Dolce & Gabbana, known for innovative marketing strategies (they were among the first to seat bloggers in the front row of fashion shows), is tapping into the growing luxury pet market with this move.
The trend has seen other brands entering the space, such as Boss, which launched a dog clothing and accessories line inspired by human fashion two years ago in collaboration with the dog accessories brand Kanine. The collection even allowed pet owners to match their outfits with their dogs while walking them or cleaning up after them.
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Debbie Harry and a Yorkshire Terrier dog in Gucci's holiday campaign
(Photo: Nan Goldin)
Luxury clothing and accessories for pets are nothing new, and over the past two decades, they have become staples in the repertoire of high-end products. Ornate, diamond-encrusted collars, dedicated carrier bags from Louis Vuitton and Gucci for small dogs, cashmere knitwear and Polo Ralph Lauren bowls are just some examples.
In 2020, Prada introduced a collection of dog coats priced at an average of $750 per item, followed a year later by Versace, which launched a luxury dog bed for $1,170. When pet owners spend thousands on purebred dogs and are inspired by social media influencers, buying a Gucci collar for thousands of dollars seems like a natural extension of their lifestyle.
Dunhill's autumn campaign
A Pomeranian dog gets "dinner" in a Burberry campaign
Now, dogs are making their mark in luxury advertising as loyal companions to the photographed stars. Recent campaigns feature singer Debbie Harry with a poodle and a Yorkshire terrier in Gucci’s holiday campaign; Kendall Jenner leading a Doberman in Bottega Veneta’s summer campaign, which includes a $1,150 braided leather dog collar; and a sleek Weimaraner lending its noble appearance to Dunhill’s autumn campaign. Burberry took it a step further, showcasing Jane, a Pomeranian, in a video campaign where the pampered pup enjoys "dinner" at a dining table complete with a white napkin.
The growing trend combining a love of animals with high fashion is gaining momentum. Dogs bring warmth and charm to campaigns, drawing attention while making brands appear more approachable and relatable.
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Virtual covers of Vogue magazine starring dogs under the title 'Dogue'
(Screenshot: Vogue.com)
Even Vogue magazine embraced this connection last summer with a dozen virtual covers featuring dogs under the title "Dogue." The magazine noted that the bond between dogs and fashion dates back to the late 19th century, citing a Labrador puppy illustration on its February 1897 cover, followed by a collie in a beret a year later. Iconic designers like Gabrielle "Coco" Chanel and Azzedine Alaïa were famously photographed with their beloved dogs.
This year, the luxury brand Valentino leaned into the personal side of this trend. Alessandro Michele, the brand's new artistic director, launched his first campaign paying homage to Oliver, the pug of Valentino Garavani, the fashion house’s founder. Campaign images feature pug dogs alongside iconic Valentino designs, including red dresses and black-and-white polka-dot prints. Oliver is treated like a celebrity; five years ago, he was even "interviewed" about his favorite restaurants and movies.
Another notable campaign comes from Louis Vuitton, which highlighted dogs in its Spring-Summer 2025 pre-collection. Under the name "Dandim Dog Handlers," models were photographed leading or posing with dogs accessorized in luxury items: branded carry-all bags, portable water and food bowls, velvet berets and leashes and collars featuring the brand's signature monogram. For interested buyers, a Louis Vuitton dog collar costs 280 euros, while a chic dog carrier bag comes with a "modest" price tag of 2,900 euros.
The brand explained that the campaign, directed by Pharrell Williams, highlights dogs as part of the Dog LVers collection. "The campaign celebrates the special bond between people and dogs, with luxury designs and accessories that reflect the cosmopolitan culture of dogs and their handlers," the press release read. To underscore this theme, the brand created a fictional dog show where dogs win prizes, blending fashion, emotion and a winning motif.
The contemporary presence of dogs in fashion campaigns is driven by two factors: image and economics. Fashion companies aim to market pet-specific design lines, expanding their offerings to new customers and needs.
Dogs also serve as an opportunity to strengthen brand identity. The Autumn-Winter 2024-25 campaign from Anthropologie, shot in New York by photographer Yulia Gorbachenko, features models Taylor Hill and Barbara Palvin accompanied by dogs. According to writer Mark Whitmer from The Impression, the dogs create a homey, warm atmosphere and foster an emotional connection between the audience and the brand, appealing to customers through a heartfelt approach.
Beyond economics, dogs symbolize loyalty, warmth, and reliability. Incorporating them into campaigns strengthens the emotional bond consumers feel toward a brand and lends it a more authentic, approachable image. Dogs also evoke themes of nature and healthy living, values that have gained traction in recent years. For many pet owners, dogs are integral members of the family. Brands recognize this bond and strive to connect with animal lovers by portraying dogs as part of the family or an extension of personal identity.