LAB OF LUXURY
Dogs and cats have never been so chic
With the global market for pet products projected to hit $36.89 billion by 2025, and ownership on the rise among young people in particular, fashion and beauty brands are tapping into an entirely new customer base: animals. In fact, at the moment, the luxury industry is positively raining cats and dogs. Ahead, three launches – all of which dropped in the last few months – that prove this market is more than a pet project.
Pandora, the world’s biggest jewelry maker, has enthusiastically targeted Gen Z with strong success. Their latest launch, sure to be a big hit among young consumers, is a line of premium accessories – for pets. The collection, which goes on sale today, features plant-based leather-inspired collars with stainless steel charms reminiscent of Pandora’s best-selling charm bracelets in shapes like bones and paws. The capsule was informed by focus groups with more than 3,600 global consumers, which revealed a strong interest in pet products.
In June, Gucci – the world’s hottest brand, according to recent data, and a particular favorite of Gen Z – introduced the Gucci Pet Collection for dogs and cats. The Italian label incorporated signature design references into the capsule that includes ultra-luxe collars, harnesses, and carriers, many of which feature the signature interlocking G logo print. The piece de resistance is a $7,500 pet bed in Gucci’s classic Herbarium print, a red-and cream Toile de Jouy pattern. Ideal for the most distinguished of pets (or pet owners), there are also matching sweaters, kibble bowls, feeding mats, and even, amazingly enough, poop bag holders ($460).
Beauty products for pets? You better believe it. This summer, Rowan, which describes itself as the world’s first clean beauty brand for dogs, launched a collection of “clean color products” for pups. Dog owners have dyed their pets’ fur for years, a practice that recently came under fire on TikTok, and though vets say it’s technically pretty safe, Rowan’s washable, non-staining color sticks provide the same impact using entirely non-toxic ingredients. They partnered with a clean beauty chemist and veterinary dermatologist on the formula and used the highly-respected Credo Clean Standard to ensure the product would be safe for pets and the environment alike.