All bark and no bite: why are dogs dominating fashion right now?

All bark and no bite: why are dogs dominating fashion right now?

by Robyn Pullen
6 min

I got that dog in me, and it’s wearing Louis Vuitton Men’s Pre-collection SS25 by Pharrell.

It’s been a good couple of months for dog walkers with style, given almost every high fashion brand seems to have dropped a dog-focused campaign… and we think we know why. You’ve heard of DINKs, the acronym describing Dual Income No Kids couples, right? Well, they’re the reason fashion’s developed an obsession with canine companions lately.

As our generation swaps having kids for adopting pets, we’re investing more time, love, and money into raising dogs, and brands are taking note. From Burberry’s Corgi to Valentino’s Afghan Hound, here’s some of the best canine campaigns we’ve seen recently.

Louis Vuitton runs with the pack
Louis Vuitton©

Just this week Louis Vuitton Men’s revealed its Pre-collection for SS25 in a campaign with not one, not two, but a h*ll of a lot of dogs. In an ode to dapper dog owners, the campaign didn’t only reveal Pharrell’s latest apparel offering for the brand, but it also unveiled LV’s first ever range of accessories for dogs, in the form of The Louis Vuitton Canine Collection. Who said you can’t teach an old dog new tricks?

The Culted canines went on a walk to Valentino
Annie Reid for CULTED©

Last month, we invited a couple of canine companions for a dog walk down to Valentino’s new Sloane Street store in London. Our campaign with the Maison enlisted two Chihuahuas and an Afghan Hound to hit up its new flagship, where Valentino’s furry friends were pictured posing alongside Valentino Garavani accessories against the backdrop of the store’s soft red carpet.

Culted taught Burberry x Harrods’ Corgi a new trick

Back in February, we linked up with Burberry to release the brand’s furry mascot – the Corgi – into Harrods for its takeover of the London-based store, uniting the iconic British brand with a quintessentially British canine. The campaign equipped our Corgi with a camera-mounted body harness, offering the dog’s POV of the Burberry x Harrods takeover.

Jacquemus & Jennie got festive under the collar

Last Christmas, Jacquemus enlisted BLACKPINK’s Jennie to appear in its 2023 Holiday Campaign alongside a few furry co-stars. The shoot featured Jennie and an array of canine models in matching shoes, taking selfies, and getting her hair blow dried – when we say “I got that dawg in me,” we’re talking about the one blow drying Jennie’s hair.

CELINE’s ode to man’s best friend

CELINE’s Creative Director Hedi Slimane is a dog lover himself, as proven by this December 2023 campaign inspired by his own dog-slash-muse, Elvis. For his second CELINE dog collection, he enlisted a team of different dogs to model the collars, blankets, leads, and more (some of which were actually royals, owned by HRH Caroline and HRH Alexandra of Hanover) to model the CELINE collars, blankets, leads, and more.

Bottega sent Kendall on walkies for SS24
Bottega Veneta©

Bottega Veneta’s iconic paparazzi campaigns never fail to get our attention, but put a dog in it and its next level. Which is why this shoot with Kendall Jenner and Pyro (that’s the dog’s name) has been living rent free in our minds since it dropped in December last year. Real dog walkers know that you don’t take your dog out in Bottega though.

Looking fetch in Sandy Liang x Little Beast
Sandy Liang x Little Beast©

Last November, Sandy Liang dropped a collab with Little Beast, the lifestyle brand specialising in apparel for dogs, and was accompanied by a campaign starring some four-legged models (naturally). From floral sweaters to bow puffers, designer dog clothing is every pet owner’s weakness.

Featured image via Louis Vuitton©

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