Fashion influencer dogs are a hit, but are they happy?

May 2, 2021

If photos of cute animals seem irresistible to many people who share them on social networks, this makes them a perfect Trojan horse for the fashion industry. Why yes, there is also an unknown niche (do you have it?) of influence marketing: the dog clothes business!

We rarely suspect it, yet pet fashion can pay off big time.

Such was the case with Grumpy Cat, (died May 2019, rest his soul), a cat whose consistently stunted appearance in the eyes of humans by anthropomorphism, had given rise to a whole panoply of derivative products. Their income would bring the owner more than one hundred million dollars of the grumpy feline, Tabatha Bundesen, according to BFM. Or Boo, a Pomeranian (also died in 2019, RIP) who had also made millions in merchandise — but wasn’t a fashion icon, strictly speaking, since he’s spent his life naked. Normal.

Luxury dog ​​clothes exist!

However, if cats aren’t the type to let themselves be done, let alone makeovers, several brands are developing clothing and accessories for dogs. Including many luxury brands. Yes, yes, you can dress your dog with Dior… Or even with Fendi which has just launched its pet line (from €220 the monogram necklace).

Enough to attract greed and professionalize the industry: there are now influencer agencies that specialize in dog product placementssuch as The Dog Agency, in the United States.

But why so much excitement? Because with the pandemic we are spending more time than ever in front of our screens. And that seeing cute animals there often causes joy, so let’s keep, share these pictures too. Furthermore, this is the type of influencer incapable of engaging in problem behavior (unlike James Charles, incidentally).

Tika, the dog-influencer with a million subscribers

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Among the most famous dog-influencers, Tika is a TikTok star and has been acclaimed since vogue American in its appearance followed by 1 million people on Instagram. Its owner, Thomas Shapiro, has just explained to online media fashionista how it got here:

“She wore some clothes for practicality because we live in Canada and she doesn’t have a lot of body fat. As her online presence grew, we started working with brands that made clothing specifically for the Italian Greyhound. It was from there that I realized that people loved his style, indeed. »

So much so that brands now send Tika clothes derived from a trendy human look, tailored especially for her. The greyhound even has a stylist. Yes, yes, just that…

Boobie Billi, the chihuahua with her own fashion label

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Another dog, same business acumen: Boobie Billi. Followed by nearly 300,000 people, this Chihuahua wears both dog and man clothes. Which is supposed to inspire his followers and even disinhibit them from wearing whatever they want.

If its owners want to remain anonymous, they know very well what they are doing since they launched in September 2020 a brand around his image, called Boobie World, for… humans !

Lola Wang, the dog who is entitled to her own reality show for a jewelry brand

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Finally, designer Vera Wang’s pet dog Lola has become the face of a jewelry brand! Zales made her the protagonist of an original advertising campaign: a parody of a reality show where he has to find love among other dogs. And this, in several episodes, like a super production of Karda-dog.

What about the welfare of model dogs?

An original concept, as adorable as… terrifying. Fromwe can ask ourselves about the animal welfare of these beasts that have never asked to be part of all this marketing circuswhich certainly pays off considering all the effort invested.

Sylvia Masson, veterinarian, European specialist in pet behavior medicine, brings us her experience:

“We don’t know what’s going on behind the scenes with these animal fashion influencers. We cannot give a general judgment valid for all dogs, let alone from photos without having met them. But in many of these images, some don’t look very comfortable, judging by their hunched posture. Maybe it’s the pose he’s been asked to hold, but it sounds a lot like a sign of discomfort. Anyway, dogs each have their own personalities and the question needs to be asked individually. »

When asked whether wearing a lot of clothes, not always designed for dogs, and even shoes, taking photos, could create problems for them, the doctor and consultant in veterinary psychiatry fades away:

“We have to be careful of the possible recoil movements of the animal when we approach to put things on it. Time for a photo, this will definitely not be a problem, but it is the frequency and duration of the sessions that can cause anxietyby force of accumulation.

It’s not so much the clothes that can annoy them as their smells. This can upset some dogs. Same thing on a photo set where there may be a dozen strangers with different smells, and camera flashes: this can end up making them anxious. Others may instead view it as a form of play, especially if they feel their owner enjoys it.

Indeed, this raises ethical questions similar to parents’ staging of children on social networks. It is especially the objectification of these living beings incapable of consenting that seems relatively shocking to me. »

According to the behavioral veterinarian, you must therefore remain very attentive to the well-being of your dog if you regularly put him on stage for photos. Vigilance in the face of negative signals such as withdrawal or inhibition movements, but also of possible positive indicators: dog making contact, wagging its tail, having relaxed facial features, etc. Especially since the situation can evolve, due to accumulation.

It may also be the vet’s job to help you assess your pet’s level of well-being, explains Sylvia Masson:

“As an owner, just as you can give your dog a health check once a year at the vet, you can also ask them for a welfare report. These health care professionals are not there to make value judgments, so it is important to have this discussion regularly. In the office and at home. »