Fur, Fashion & Fame: How the Petwear Industry Became the Next Luxury Frontier

When Streetwear Meets Paws, Adidas has done it again, but this time, it's not for athletes or sneakerheads. The brand has added new Fall Essentials to its pet collection, but only in China. These pieces are designed to match the classic Originals style, showcasing that fashion has truly gone fur-tastic. What started as a niche market for pet sweaters and rhinestone collars has evolved into a global industry worth billions of dollars. Everyone is getting in on the petwear runway, from high-end fashion houses to streetwear brands. It's not just cute anymore; it's a part of culture.

The Rise of Luxury Petwear: From Paris to Paw-Paris

Fashion has long been captivated by pets. Remember when Ralph Lauren unveiled the Ralph Lauren Pet Collection in 2022? Or when Gucci introduced its Pet Collection, featuring tiny GG-printed coats, $7,500 travel carriers, and hand-painted porcelain bowls for feeding? That was the moment when pet fashion transcended from a mere pastime to a must-have, a symbol of luxury and exclusivity.

Image Credit: Adidas, 2025, via Hypebeast.com

Prada, Versace, Moncler, and even H&M now sell clothes for pets. Moncler Poldo Dog Couture gained fame for its down jackets for dogs, which were inspired by the brand's renowned line of jackets for humans. Burberry made raincoats for small breeds with the brand's signature check pattern. Coach collaborated with Disney to create a fun line of pet clothes inspired by Mickey and Pluto. This phenomenon sped up with the help of famous people. Lady Gaga's French bulldogs, Kylie Jenner's Italian Greyhounds, and Paris Hilton's chihuahua army have all worn designer pet clothes that cost more than a regular handbag. Millions of people now follow #PetFashionWeek and #Pawshionistas on Instagram, and brands are capitalizing on this engagement goldmine.

Why It Matters: Petwear as a Way to Show Off Your Brand

Pet fashion has become a powerful means of self-expression. In regions such as China, South Korea, and Japan, where Gen Z and millennials are rapidly adopting pets, brands like Adidas Originals view pets as a canvas to showcase their identity. The 'twinning' and 'mini-me' culture, popular on social media, perfectly aligns with dressing your pet in a style that mirrors your own.

Euromonitor's 2024 research found that the global petwear market was worth more than $7.4 billion. Luxury pet goods were one of the fastest-growing parts of the accessories category. The 2025 Fashion Report from Lyst even named "Petwear Matching Sets" as one of the top 10 lifestyle fashion trends of the year. Adidas' new Fall Essentials collection perfectly caters to this need, as it seamlessly blends streetwear style with the emotional bond between pets and their owners. It's an innovative, emotional, and readily marketable concept that resonates with the deep connection we share with our pets.

Pop culture, Collaborations, and Things that are Worth Collecting

Petwear collaborations are evolving into their own fashion shows. The Supreme x Louis Vuitton Pet Leash, the Moschino x Poldo Dog Couture, and the BAPE x Woofy Club all sold out within hours of going on sale. Petco recently collaborated with Martha Stewart and Disney, and Balenciaga teased a capsule collection that was said to include cat-friendly hoodies. And yes, sneaker culture is not safe either. Nike and Adidas have both tried out limited-edition pet sneakers, and StockX's resale market is already showing interest in "puppy-exclusive" items.

When Style and Feelings Come Together

At its core, petwear links fashion and feelings. It's about who you are, having friends, and taking care of others, all of which are important to today's consumers. It's why Hermès makes custom leather harnesses with initials on them and why Dior's Pet Collection is made with the same care as their haute couture. This is fashion's soft power: branding that makes you feel good inside and out.

The Future of Pet Style

What's next? Expect pet clothes that are eco-friendly and high-tech. Companies like Ralph Lauren are exploring fabrics that can regulate temperature, and PANGAIA is experimenting with plant-based fibers for leashes that are environmentally friendly. Tesla has even hinted at accessories for its "Dog Mode" cars that combine design, lifestyle, and tech ease. Analysts predict that by 2030, the petwear market could surpass the babywear market, both driven by emotional, expressive, and personalized needs.

Students from Raffles Are Already There

Our Fashion Marketing and Management students at Raffles Jakarta recently hosted a private show featuring pet fashion and branding for both people and pets. Similar to Adidas' latest move, the event showcased creative student collections, eco-friendly accessories, and digital campaigns grounded in real industry trends.

Click here to find out more about our students' pet fashion show.

Arman POUREISA

Marketing Manager

Raffles Indonesia

References

Adidas. (2025). Adidas expands its pet collection with new fall essentials. Hypebeast. Retrieved from https://hypebeast.com/2025/10/adidas-originals-pet-collection-release-info

Euromonitor International. (2024). Pet Care in 2024: Market Trends and Insights.

Lyst. (2025). The Year in Fashion Report 2025.

Vogue Business. (2023). How Luxury Brands Are Investing in Pet Fashion.

WWD. (2024). From Moncler to Gucci: The Rise of the Designer Petwear Market.