There was once a time when the likes of Kim Kardashian, Gigi Hadid, Hailey Bieber and Kendall Jenner were fashion’s campaign mainstays, appearing everywhere from Jacquemus to Marc Jacobs and everything in between. But something’s shifted and it appears there are some new pups in town. So, are dogs the new it-girls?
As High Paw reports, in fashion brand and designers attempts to present something new, unique and revolutionary every season, there have been some truly unusual and different types of fashion campaigns throughout history. These campaigns often feature extras, and not just any kind, but those on four legs. Over time, dogs have thus become a kind of a status symbol, epitomizing prestige and power. And their popularity, loyalty, and love for people has positioned them side by side with some of the world’s most popular models today. Moreover, these powerful fashion campaigns always have a hidden message: an increasing number of powerful fashion brands reject the use of real fur in their designs and advocate animal rights. And there is no better way to do this than with the help of animals. At the same time, campaigns with dogs unmistakably attract attention and bring different, particularly attractive scenes.
More than seven years ago, neither actresses, singers, nor even models stood in front of the lens of the genius fashion photographer Steven Meisel for the Coach brand campaign, but four-legged furry pets instead. Asia Kinney, Toulouse, and Frankie, the dogs of Lady Gaga, Miranda Kerr, and Ariana Grande, adorned the ‘Coach pups’ campaign with their ears, paws and muzzles for the handbag collection.
And the luxurious French fashion brand Louis Vuitton hosted a lot of cute terriers for the ‘Journey Home for the Holidays’ campaign a few years ago. Intended to evoke a sense of coming home during the holidays, the campaign conveyed the spirit of the holidays with warm holiday shots featuring almost completely attention-grabbing dogs.
A few years ago, the American brand Monse combined the love for dogs and modern fashion style to present a new collection, but at the same time to promote the adoption and care of abandoned dogs. The brand also included Disney’s most famous dog Pluto in the campaign, with its image featured on several pieces of clothing. In the end, 32 adorable dogs from local shelters who were looking for a home were included in the campaign, and as much as 100 percent of the sales were donated to six shelters that needed help the most.
Shiba Inu, who responds to the name Bodhi, found out what it meant to be a model and a big star of the fashion world. It all started when his owners Dave Fung and Yena Kim started dressing him up for fun, taking photos and posting them on social media, and soon it all turned into a serious business. Bodhi has graced the pages of The New York Times, GQ magazine, Time and many others, and has collaborated with brands such as Coach and Salvatore Ferragamo, and was even a model for Asos.
As Hypebae has noted, a number of 2023’s biggest campaigns have featured cute canines, with major brands like Burberry, Aries and Crocs jumping on the pooch-fuelled bandwagon. For Crocs and ROA, the addition of dogs appeared to further highlight the collaboration’s theme of serenity and recovery, symbolizing a positive association between mental health and animals. Meanwhile for Burberry, the fuzzy friends that starred in its Holiday 2023 campaign added to its overall sense of coziness and comfort, pictured in and around luxurious scarves, pillows and fur-lined shoes.
Here are numerous pieces of evidence that suggest dogs are the new it-girls for 2024, featuring campaigns from Sandy Liang x Little Beast to True Religion.
Sandy Liang x Little Beast
Sandy Liang and Little Beast joined forces to translate Liang’s signature designs into dog-approved fits, merging tasteful hues of pink, red and beige with floral emblems and matching humans. The collaboration marked Liang’s foray into the world of pet-wear, and came accompanied by a fashion-forward campaign starring the world’s cutest canines.
One of Palace‘s recent team-ups saw the streetwear imprint joining forces with another British heritage brand for a contemporary take-over of the Barbour Bedale Wax Jacket. Alongside the new Palace Barbour Camo Dom Quilted Jacket, the new collaboration featured a Fly Fishing Vest in a nod to Barbour’s longstanding maritime heritage, alongside two bucket hats and obviously: a dog coat. As a result, dogs made their way into the campaign, before the likes of Hailey Bieber or Kendall Jenner could get a look in.
Crocs x ROA
Off the back of a sweet, pooch-filled collab with Aries, hiking brand ROA teamed up with Crocs for a collaboration that revolved around rest and recovery. Aiming to capture the concept of vacation, the design duo took to Villaggio Eni in the heart of the Venetian Dolomites to create a campaign that fuses together the comforts of modern life with the “healing serenity” of mother nature. Adding to the idyllic, restorative nature of the campaign, more adorable dogs were pictured amidst the highly sought-after silhouettes.
Burberry
Since the appointment of Daniel Lee at Burberry, the British luxury house has showcased its affinity for furry friends in more than a few campaigns, but the new Holiday 2023 iteration was definitely the cutest offering yet. Showcasing the homeware and accessories ranges, the new campaign saw adorable animals take center stage within the imagery, featuring dogs and ducklings amidst cozy cushions and fuzzy shoes.
True Religion
Finally, True Religion just dropped its latest line of dog accessories, proving once again that there’s more demand than ever before. The fun-filled campaign saw a number of adorable pooches sporting the latest pieces, dripping in gold.
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