How we view and treat our pets today differs greatly from how we once did. Not too long ago, dogs in some countries were confined to dog houses in their owners’ backyards, forbidden from stepping paws indoors. In stark contrast with these times, 71% of people globally now view their pets as family members, with pet owners proudly becoming ‘dog moms’, ‘dog dads’, and even ‘pawents’. The humanisation of pets quickly resulted in the rise of pet fashion, as owners began to invest in everything from raincoats to matching pet-owner outfits.
‘When you consider your pet part of the family, it makes sense that you would want to extend your own lifestyle to include them,’ Alex Fell, Founder of the luxury pet goods and apparel brand Barc London, told MediaCat. ‘Whether it’s incorporating pet items that align with your well-curated interior, popping your pup in a stylish raincoat that reflects your personal taste on rainy days, or opting for high-quality accessories for daily walks, these choices are often viewed as an expression of your own brand, or simply sharing some of the things you enjoy with your furry best friend.’
According to a recent Global Market Insights report, the value of the pet clothing market was worth $5.7 billion (over £4.3 billion) in 2023. The humanisation trend — paired with the emergence of ‘pet influencers’ and the increased awareness of pet wellbeing — is expected to drive this value up to $9.6 billion (over £7.3 billion) by 2032.
Introducing pet collections
Noting people’s desire to pamper their pets and the increasing value of the pet apparel market, both affordable and high-end retailers alike are adding pet collections and making room for people’s furry companions. We can now find coats, jumpers, pyjamas, or accessories for their pets in H&M, Gap and Next, as well as in Ralph Lauren, Versace, Gucci, and Barbour. Luxury pet apparel can also be found in department stores such as Fenwick and Selfridges.
Some of these collections go beyond regular raincoats to fancy dress, including Christmas and Halloween costumes. Considering that the above fashion companies produce products primarily for people, it is not surprising that pet brands are going even further. Taking a case in point, pet brand Over Glam offers wedding dresses and suits for dogs while maxbone has even partnered with Disney and Bridgerton for pet merch.
‘Our goal has always been to create pieces that are not just functional but also relatable and stylish for both pets and their owners. We’ve had the privilege of collaborating with world-class companies like Disney and, most recently, Netflix for Bridgerton Season 3. Our exclusive Bridgerton-inspired jumper and bomber jacket became instant favourites, emphasising how pet fashion is no longer just an accessory but a statement of personality and connection,’ Mariana Alves, Head of Marketing at maxbone, told MediaCat.
Pet galas
Pet apparel has gone beyond digital and physical stores, making its way onto fashion runways and television. In 2022, Dolly Parton released a pet brand named ‘Doggy Parton’, offering clothes with ‘Dolly flair’. In February of this year, she hosted ‘Dolly Parton’s Pet Gala’, a two-hour variety special on CBS Television Network with Jane Lynch. The Pet Gala featured famous music artists and a fashion runway where dogs modelled the Doggy Parton line.
The famous ‘pet couturier’ Anthony Rubio also threw a Pet Gala this year. The event took place at New York’s American Kennel Club Museum of the Dog just a few weeks after the MET Gala and Rubio reportedly took inspiration for his designs from the celebrities’ outfits. Tickets to the event cost a whopping $300, with all proceeds going to the host museum.
Looking beyond aesthetics
At the heart of the pet apparel industry lies the care for pet wellbeing; Rubio’s first design was a jacket to keep his rescue Chihuahua mix comfortable and a portion of every Doggy Parton purchase goes towards the Willa B. Farms rescue.
The increasing awareness of pet wellbeing has also brought about a demand for wearable pet tech such as GPS trackers, health sensors and activity monitors. Interestingly, we are also seeing the merging of wearable tech and fashionable designs, with the US-based Whistle Labs producing holiday-themed collars that are compatible with their Go Explore smart devices.
‘There is a trend toward wanting products that provide more than just aesthetics — pet owners want items that convey thoughtfulness and care. This goes beyond personal style to emotional connection,’ Fell tells MediaCat.
Looking ahead, Fell predicts that as conscious consumerism rises, pet owners will also seek brands that use cruelty-free materials, have sustainable practices, or ethically produced products.
Featured image: Flouffy / Unsplash