"Not only do handsome hounds grace the cover of Vogue's canine-centric issues of Dogue, but they also take walkies down runways for fashion houses Armani and Bode, steal the show in Louis Vuitton's latest Pharrell-designed men's collection, and inspire designerslike the top-handled Hector tote by Thom Browne. They also curl up and get comfy on social media. Influencers like Boobie Billie and Tika the Iggy (who sadly passed away at the end of 2025) are clotheshorses in their own right."
"So why has marketingand fashion marketing in particulargone to the dogs? There's so much competition in the retail landscape today, and especially with fashion, anything you can do to make your product seem more relatable, to give it that extra little edge; the cuteness factor, says Emily Scarlett, a branding and communications consultant who has worked for brands like H&M and Knix. But also that ability for people to see themselves in the product or see themselves in the advertising. It's a solid strategy."
Dogs appear on fashion covers, walk runways for brands such as Armani and Bode, and inspire designer accessories like Thom Browne's Hector tote. Influencers like Boobie Billie and Tika the Iggy attract large Instagram followings, and retailers including Burberry, Valentino, Aritzia and Plenty feature charismatic canines in social feeds. Brands use canine imagery to increase relatability and add a 'cuteness factor' that helps products stand out amid intense retail competition. Rising dog ownership in Canada and the US makes aspirational marketing with pets more effective. The growing pet apparel industry supports adjacent canine lines and drives higher engagement, as seen with Aritzia's Super Ruff Puff receiving 500 percent more likes than a human-model post.
Read at vitamagazine.com
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