Sitting obediently on his stool, Domenico Dolce’s dog, Féfé, models for Dolce&Gabbana’s latest advertising campaign. The Italian designer’s pet is the ambassador for the brand’s first luxury fragrance specifically designed for pets. This eponymous mist, crafted by French master perfumer Emilie Coppermann, blends warm and comforting notes of ylang-ylang, clean musks, and creamy sandalwood. Priced at €99 (approx. S$144), the fragrance comes in a deluxe bottle: Glass adorned with a red metal cap and decorated with a 24-carat gold-plated paw motif.
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The alcohol-free formula was developed under the guidance of ethologists (scientists who study animal behaviour) and approved by veterinarians. The fragrance is certified by Safe Pet Cosmetics, the only protocol applying the same safety standards as human cosmetics, according to an official press release from the brand.
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Luxury Embraces the Canine Business
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Féfé, the Italian designer’s pet, is not the only one stepping into the role of a luxury ambassador. By posing for Dolce&Gabbana’s first pet fragrance, he joins the elite circle of high-fashion dogs. Before him, we met Elvis, the dog of Hedi Slimane, who serves as the artistic director at Celine. This loyal companion posed in 2022 to promote a new line of pet accessories launched by the luxury label. It’s a booming niche if the enthusiasm of major brands is anything to go by—remember Gucci’s cosy tartan coats for chilly dogs? This trend began at the turn of the millennium, influenced by Paris Hilton and her pink-clad chihuahua, turning dogs into bona fide fashion icons. According to Fediaf, the European pet food industry, services and non-food products for our furry friends amount to an astronomical 21.2 billion euros (approx. 30.7 Singapore dollars) annually. As for ‘dogwear’, it is expected to grow at a staggering rate of 23% per year by 2026, according to Forbes. This opens up a whole new playground for our faithful companions.
Fefè, €99 (approx. S$144), Dolce&Gabbana
This article was first seen on ELLE FR.